Home > Work > Free Prize Inside!: The Next Big Marketing Idea
1 " You can keep waiting to get plucked from obscurity, or you can learn how to champion your project one person at a time. "
― Seth Godin , Free Prize Inside!: The Next Big Marketing Idea
2 " Differentiation is a zero-sum, advertising-based game. "
3 " Make it easy to believe. "
4 " farmer will tell you that fertile land is much more important than better seeds.) "
5 " The act of trying to guarantee the success of an innovation is almost certain to make it less likely that it will succeed. "
6 " FIVE QUESTIONS If we knew the right answer, would that be enough to solve our problem? Which edges are working for unrelated organizations? Could we get closer to the edge? How do we make our product or service public, not private? Is it really remarkable? "
7 " G.I. Joe appears to be a doll for boys. But dolls for boys never sold well. The free prize is how well the joints on a G.I. Joe articulate. By turning a doll into a legitimate action figure, Hasbro figured out how to breathe life into plastic. "
8 " A Nine-Year-Old Kid Can Do Edgecraft While the edges always change, the process never does. Here’s how you do it: Find a product or service that’s completely unrelated to your industry. Figure out who’s winning by being remarkable. Discover which edge they went to. Do that in your own industry. "
