If you're selling to a customer, what category will they naturally put you in? How can you actively choose a different category that's more useful for you. Knowing existing infrastructure and categories lets you choose where you want to compete the exact moment that you want to live. That's a choice pros make and amateurs don't. Who won't you help? The value of anti-marketing.
Today, we'll dig in on three approaches that separate how pros and amateurs build businesses. We'll talk through how pros leverage existing infrastructure, how they use anti-marketing to build trust with strangers, and how they don't leave luck and serendipity to chance - they orchestrate it. We'll do this with help from stories about Frank Sinatra, a comedian in an Uber, and a founder starting a GMAT course for people looking to score 800 (and for those people only). And, Hey Jealousy by the Gin Blossoms, for some reason.