HUNGRY. Seth Godin: 13 Hidden Food and Drink Marketing Secrets To Make Your Idea Spread Far and Wide (… God I wish I knew these 4 years ago)
This is the poddy I’ve dreamed of for 8 years.
Seth Godin.
Seth changed my life.
Seth’s thinking is INSANE
Each word is light yet heavy, pithy and profound, wise and wonderful. Wonderfully wise.
Seth stretched my mind to new rich, luscious pastures of thinking.
I was SO SO SO nervous
Pacing and pacing around like a nervous-biscuit scoffing hyaena. Watching the clock till 4pm. Did an 3 min Ice bath hahaha. Walked a trilliion-gazzilion steps.
ON THE MENU:
- why brands must realise marketing is not advertising
- a brand is not a logo, a brand is a promise, a brand is a shortcut to an experience
- a brand shows up in the world with a true story that touches people and spreads. a brand “change someone for little while”
- a) how to get your idea to ACTUALLY spread = create smallest viable audience + make promise + wrap story around promise.
- b) Promise = story. Story = gives consumers Status and Affiliation = idea spreads through Status + Affiliation
- 5 principles to spread any idea on the planet 1. fear, affiliation, status 2. be easy to talk about
- Monk Marmalade principle: there is no such thing as the “best” marmalade or peanut butter. The unique “story” makes it the best in the unique consumers eyes
- the race to the bottom of bad brand storytelling: you can pick “anyone” and we “pick everyone”
- STOP asking consumers for feedback: Don't ask consumers what they want, watch what they do
- why people buy Heinz Ketchup: we don’t engage with brands because “they” want us to, but because “we” want to. people people buy Heinz as it reminds them of their childhood
- how Danny Meyer at Shake Shack creates INSANE cultures: don't manipulate + our job is to make things better + if we don't experiment who will
- how In and Out Burger spread their story = burger reminds you of California + secret menu + geography locked = status + affiliation
- why scale kills magic. UNTIl scale becomes part of the magic
- always look for stuff at the edges, that’s where all the best stuff is, people go out of their way
Full episode Monday 8am.
Cannae wait till then?
Other episodes in the comments below
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