Category Archives: Concepts

Crossing the chasm – how brands get big after first conquering the beachhead

Examples of how big brands started out by focusing on a specific niche

Unique Selling Propositions

WIP, to be updated later

  1. “I teach people how to hit a golf ball as straight as they can point, or the lesson’s free, and I give them $25 for wasting their time.” –
  2. Why should I do business with you over everybody else, including nothing – dan kennedy
  3.  –
  4. 30 mins or the pizza is free: dominos
  5. absolutely, positively has to get there overnight
  6. always sell for less
  8. Saddleback Leather- like killing a fly with a shotgun
  12. Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30-minutes or less…or it’s free.”
  13. Target: “Expect more. Pay less.”
  14. U.S. Peace Corp: “The toughest job you’ll ever love.”
  15. M&M’s: “Melts in your mouth, not in your hand.”
  16. FedEx: “When your package absolutely, positively has to get there overnight.”
  20. is debeers really ??
  22. Starbucks? The third place, they’ll know your name, it’s familiar and comforting anywhere in the world. Same for McDonalds.

The Lang Leav Effect

Lang Leav is underappreciated as a marketer.

She’s a digital-first poet.

She makes her poetry very easy to share via Tumblr, via Google and so on.

This becomes evident when you Google her – some of her poems are short enough to be read from the thumbnail in Google Image Search:



This isn’t an accident – it’s by design.

By making her poetry incredibly short and simple, Lang Leav ensures that her fans are able to share them easily.

Here’s another example of the Lang Leav effect in action: 

Power of Habit

The Power Of Habit is a book by Charles Duhigg about how habits work.

There are 3 parts to a habit – the cue, the response and the reward.


Venkatesh Rao has a great line about how a customer is a novel and stable pattern of human behavior.

Marketing is about creating, capturing or domesticating customers.

So to be a good marketer, you need to understand people’s habits.

Relevant reading: