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RSS FeedI believe marketing can be coded. Not as a trick, but as architecture. Ten layers, from persona to brand, each with its own questions and its own mistakes.
Recent posts
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Marketing only describes the external problem.
B2B marketing consistently describes only one layer of the problem. The buyer experiences four. The other three are the reason they don't call back.
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Every problem has four layers.
Most B2B companies describe the external problem accurately and then ask for the sale. There are four layers to every real problem, and the one that determines whether a deal closes is usually the last one most marketers think to name.
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The part you can point at is not the whole problem
A founder described the problem his product solves in purely functional terms. Everything he said was true. But the external problem is only the surface, and it is not the part that tells you whether anything is worth building.
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The detector wasn't the problem. The smoke was.
The smoke detector was too close to the kitchen. Instead of fixing the smoke, I dealt with the alarm. Every B2B company does a version of this with leads.