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Marketing Thinking for Startup Guys

George Strakhov
George Strakhov

5 ways of thinking that can lead to total world domination. Useful tools and concepts from marketing that can be applied to startups (and any other businesses). Marketing Game, like XP's planning game, but for changing people's behavior, not the product.

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Marketing Thinking for Startup Guys
Good marketing will make a shitty product fail sooner. *this is why you need good marketing.
5 ways of thinking for Total World Domination
} design thinking entrepreneurial thinking startup thinking computational thinking marketing thinking
design It's all about pains. thinking What are the pains for the people today? entrepreneurial Is there a way of doing thinking things that people will enjoy more? computational How can the experience for thinking the people be simplified and made better? marketing thinking
design Collaborating on code thinking and maintaining versions is painful entrepreneurial and generates thinking bureaucracy. computational thinking marketing thinking
design It's all about value. thinking Where can additional value be generated and gained? entrepreneurial What are the deals that thinking parties would want to make but are not making (a.k.a. deadweight loss)? computational thinking Why are those deals not happening? Under what circumstances marketing would they happen? thinking
design People want to pay thinking with credit cards everywhere and small entrepreneurial merchants want to thinking accept credit cards. computational thinking marketing thinking
design It's all about patterns. thinking What are the basic building blocks of the system as it is entrepreneurial today? thinking What are the repeating patterns? computational How can they be thinking generalized & reused? How can they be turned into an algorithm in the marketing most efficient way? thinking
design People send files to thinking themselves and save new versions with entrepreneurial different names over thinking and over again. computational thinking marketing thinking
design It's all about behavior. thinking What's the attitude and behavior change that we're entrepreneurial trying to achieve? thinking Who are the people whose behavior we're trying to change? computational thinking What do they feel, think and do now instead of feeling, thinking and doing marketing what we want them to? thinking
design We want travellers to thinking feel like locals and stay with other people entrepreneurial instead of hotels. thinking computational thinking marketing thinking
Generating and executing startup ideas based on what you want people to do more of is undervalued.
LET'S GO FUCKING startup thinking MAKE IT!
} design thinking entrepreneurial thinking startup thinking computational thinking marketing thinking
If you systematically apply design, entrepreneurial, computational and marketing thinking to real world problems and multiply it all by startup thinking, you may have scaling issues for real.
Marketing Game for Growing Like Hell
It's like XP's planning game, but changing people, not product.
1 Marketing Stories
I want __________________ Target Group who currently____________ Current Attitude to ________________________ Desired Behavior Target Action instead of _________________ Current Behavior Competition *applicable to ideation, marketing, fundraising, hiring, team management and anything else.
a NY-based designer in his 20's I want __________________ struggles to pay rent who currently____________ have a nicer apartment and meet nice people to ________________________ moving out to a shitty district instead of _________________ *just like user stories, marketing stories in order to be actionable need to be broken down.
a designer going to a conference I want __________________ is afraid of people who currently____________ stay with nice people and save money to ________________________ staying at hotels instead of _________________ *just like user stories, marketing stories in order to be actionable need to be broken down.
an existing one-time user I want __________________ doesn't travel much who currently____________ recommend our service to more people to ________________________ talking about other things instead of _________________ *just like user stories, marketing stories in order to be actionable need to be broken down.
a TechCrunch editor I want __________________ doesn't give a shit who currently____________ write about our startup (favorably!) to ________________________ putting our emails to spam instead of _________________ *just like user stories, marketing stories in order to be actionable need to be broken down.
2 Estimate Impact
Catching here Getting here Growing here *source: McKinsey
3 Prioritize
1 impact 3 2 efforts
4 Journeys & Funnels
a person landing on our website I want __________________ doesn't need our help who currently____________ recommend our product to a friend to ________________________ just looking through and leaving instead of _________________
didn't know current read on TechCrunch behavior attitude & got interested clicked through watched the intro video discovered "share to win" recommended behavior attitude & desired
1000 people read TechCrunch 10% conversion 100 people click through 1% conversion 1 person recommends
5 Launch to Learn
write marketing learn stories estimate impact tweak and test and effort prioritize measure create journeys ideate and and funnels execute
It's all about contacting the right people in the right context with something that will make the largest possible portion of them feel, think and do what you want them to feel, think and do.
One More Thing for those who want make it
The only thing we know for sure about decision making process in human beings is that it's 95% irrational and mostly unpredictable. *otherwise why would they buy shitty overpriced products?
Sell Your Story not just Your Product
george.strakhov@gmail.com 94377498 keep calm and conquer the universe

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Marketing Thinking for Startup Guys

  • 1. Marketing Thinking for Startup Guys
  • 2. Good marketing will make a shitty product fail sooner. *this is why you need good marketing.
  • 3. 5 ways of thinking for Total World Domination
  • 4. } design thinking entrepreneurial thinking startup thinking computational thinking marketing thinking
  • 5. design It's all about pains. thinking What are the pains for the people today? entrepreneurial Is there a way of doing thinking things that people will enjoy more? computational How can the experience for thinking the people be simplified and made better? marketing thinking
  • 6. design Collaborating on code thinking and maintaining versions is painful entrepreneurial and generates thinking bureaucracy. computational thinking marketing thinking
  • 7. design It's all about value. thinking Where can additional value be generated and gained? entrepreneurial What are the deals that thinking parties would want to make but are not making (a.k.a. deadweight loss)? computational thinking Why are those deals not happening? Under what circumstances marketing would they happen? thinking
  • 8. design People want to pay thinking with credit cards everywhere and small entrepreneurial merchants want to thinking accept credit cards. computational thinking marketing thinking
  • 9. design It's all about patterns. thinking What are the basic building blocks of the system as it is entrepreneurial today? thinking What are the repeating patterns? computational How can they be thinking generalized & reused? How can they be turned into an algorithm in the marketing most efficient way? thinking
  • 10. design People send files to thinking themselves and save new versions with entrepreneurial different names over thinking and over again. computational thinking marketing thinking
  • 11. design It's all about behavior. thinking What's the attitude and behavior change that we're entrepreneurial trying to achieve? thinking Who are the people whose behavior we're trying to change? computational thinking What do they feel, think and do now instead of feeling, thinking and doing marketing what we want them to? thinking
  • 12. design We want travellers to thinking feel like locals and stay with other people entrepreneurial instead of hotels. thinking computational thinking marketing thinking
  • 13. Generating and executing startup ideas based on what you want people to do more of is undervalued.
  • 14. LET'S GO FUCKING startup thinking MAKE IT!
  • 15. } design thinking entrepreneurial thinking startup thinking computational thinking marketing thinking
  • 16. If you systematically apply design, entrepreneurial, computational and marketing thinking to real world problems and multiply it all by startup thinking, you may have scaling issues for real.
  • 17. Marketing Game for Growing Like Hell
  • 18. It's like XP's planning game, but changing people, not product.
  • 20. I want __________________ Target Group who currently____________ Current Attitude to ________________________ Desired Behavior Target Action instead of _________________ Current Behavior Competition *applicable to ideation, marketing, fundraising, hiring, team management and anything else.
  • 21. a NY-based designer in his 20's I want __________________ struggles to pay rent who currently____________ have a nicer apartment and meet nice people to ________________________ moving out to a shitty district instead of _________________ *just like user stories, marketing stories in order to be actionable need to be broken down.
  • 22. a designer going to a conference I want __________________ is afraid of people who currently____________ stay with nice people and save money to ________________________ staying at hotels instead of _________________ *just like user stories, marketing stories in order to be actionable need to be broken down.
  • 23. an existing one-time user I want __________________ doesn't travel much who currently____________ recommend our service to more people to ________________________ talking about other things instead of _________________ *just like user stories, marketing stories in order to be actionable need to be broken down.
  • 24. a TechCrunch editor I want __________________ doesn't give a shit who currently____________ write about our startup (favorably!) to ________________________ putting our emails to spam instead of _________________ *just like user stories, marketing stories in order to be actionable need to be broken down.
  • 26. Catching here Getting here Growing here *source: McKinsey
  • 28. 1 impact 3 2 efforts
  • 30. a person landing on our website I want __________________ doesn't need our help who currently____________ recommend our product to a friend to ________________________ just looking through and leaving instead of _________________
  • 31. didn't know current read on TechCrunch behavior attitude & got interested clicked through watched the intro video discovered "share to win" recommended behavior attitude & desired
  • 32. 1000 people read TechCrunch 10% conversion 100 people click through 1% conversion 1 person recommends
  • 34. write marketing learn stories estimate impact tweak and test and effort prioritize measure create journeys ideate and and funnels execute
  • 35. It's all about contacting the right people in the right context with something that will make the largest possible portion of them feel, think and do what you want them to feel, think and do.
  • 36. One More Thing for those who want make it
  • 37. The only thing we know for sure about decision making process in human beings is that it's 95% irrational and mostly unpredictable. *otherwise why would they buy shitty overpriced products?
  • 38. Sell Your Story not just Your Product