Follow these principles of marketing.

Marketers make change happen by delivering anticipated, personal, and relevant messages that people actually want to get.


  1. Invent a thing worth making.
    It should have a story worth telling and a contribution worth talking about.
  2. Design and build.
    Your design and building method should focus on a few people that will particularly benefit and care about your product.
  3. Tell a story.
    The story should match the built-in narrative and dreams of that tiny group of people.
  4. Spread the word.
    This is what marketers are most excited about.
  5. Show up—regularly, consistently, and generously—for years and years.
    This step is very often overlooked.


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