How Clever Marketers Create Value

Do you remember the TV ads we used to watch, that succeeded by interrupting us or engaging us for a full minute?

Like this one…

Today, things have changed.

Clever marketing is no longer about creating the best ad campaign. It’s about understanding what your customer’s worldview is and how they want to FEEL.

Then delivering on that.

This is how clever marketers create value:

1. By connecting people who benefit from being connected.
   (Task Rabbit, Airbnb, and Kickstarter are great examples)
2. Revitalizing an industry or making a monopoly wobble.
   (A challenger brand like Harry’s now has the opportunity to chip away at a brand as big as Gilette)
3. By giving people a story to tell.
   (Like the thousands of GoPro user videos uploaded to YouTube every week)
4. By making something people want, rather than wondering how to make people want something.
   (Dropbox, Skype, and the iPod perfectly fit the bill)

Clever marketing means being the business that excels at showing and not just telling.