Category: Promotion
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To earn an opportunity, steer into the concerns
In Backable, Suneel Gupta recalls a time when he was seeking funding for his startup Rise. He’d recently met Reid Hoffman and sought his advice: When Rise was being rejected by investors, Hoffman shared one of the keys to his success in the pitch room. “There will be one to three issues that are potentially…
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If you do the thing, then you can keep the job title
When Busayo Olupona was just starting up her fashion label—many years before it was stocked at outlets like Saks Fifth Avenue and Nordstrom—she had quit her job and practically ran out of money. Many stories, sadly, end up that way; Busayo’s didn’t. She says her mentor Mercedes Gonzalez would hold her accountable for making a…
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Going direct buys you freedom
A friend of mine works professionally as a keynote speaker. He gets a lot of speaking clients from his agency. His mentor once asked him, “Who’s your boss, you or your agency?” As long as his agency provides him with the majority of his business, he would be working for them. Similarly, if an artist…
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Celebrate the occasion, the offer is an afterthought
Every year, near the first day of December, Aesop sends an email out to its millions of customers. Its subject line is something along the lines of, “A rare reduction,” “A gift from us,” or “A gesture of gratitude.” It looks something like this: Notice the virtues—thoughtfulness, generosity, rarity—all highlighted. The 15% reduction offer is…
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Out the trunk
In his memoir Lucky Me, Rich Paul shares a motto—a philosophy, an approach, a stance, etc.—that I really like, “Out the trunk.” Rich is a jersey connoisseur; in the early 2000s, he had spent thousands of dollars buying rare jerseys at Distant Replays. He eventually met owner Andy Hyman and offered to invest in Distant…
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Choose someone else
In case you’ve been waiting to be chosen, there’s plenty of great advice on choosing yourself (or picking yourself). There seems to be much less advice about the natural next step: choosing someone else. These days, you and I and everyone else is a gatekeeper in some way. That means we also have the ability…
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Brain Age
Nintendo has sold over 35 million copies of Brain Age. (All of these people also had to play the game on a console.) Brain Age was based on the bestselling books, No wo Kitaeru Otona no Keisan Doriru and No wo Kitaeru Otona no Onyomi Doriru, which sold over 2 million copies and were authored…
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Contentions: Put a price on your marketing
There’s a reason to make people pay for your work. While profitability would be nice, it’s not the main goal. People being willing to pay for your work suggests brand engagement; you’ve made something people want. It also encourages them to actually use the thing. Consider the Michelin Guide, one of the original pieces of…
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Practice as perpetuation
A couple of days ago, someone told me that they saw me using a portable monitor and decided to buy one for themselves. It’s just another reminder that people learn from each other and get energy and inspiration from each other. If you wish something was more widespread, the best thing you can do is…
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Three things about your competitors
If a tattoo artist does a good job the first time you get a tattoo, you’ll be interested in getting more tattoos. They’ve just created an opportunity for other tattoo artists. If somebody reads a book about creativity, they’re probably actually more likely to read another book about the topic—not less. While competitive energy can…