Lenny's Podcast: Product | Growth | Career cover image

Lenny's Podcast: Product | Growth | Career

Just evil enough: Subversive marketing strategies for startups | Alistair Croll (author, advisor, entrepreneur)

Nov 3, 2024
Alistair Croll, co-author of the bestselling Lean Analytics and a startup expert, shares insights from his upcoming book, Just Evil Enough. He dives into the power of subversive marketing strategies for startups, highlighting 11 clever tactics used by companies like Netflix and Airbnb. Croll discusses how to ethically exploit market opportunities and the importance of unconventional methods for growth. He also emphasizes the significance of navigating regulatory environments and finding your "zero-day marketing exploit" in a competitive landscape.
01:15:29

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

  • Subversive marketing strategies are essential for startups to differentiate themselves and generate attention in competitive markets.
  • Successful companies like Netflix and Gymshark showcase innovative marketing tactics that aspiring entrepreneurs can adapt to their contexts.

Deep dives

Understanding Product Solutions

Many products fail to attract customers because they offer only part of the solution. In the example of Kraft’s macaroni and cheese, powdered cheese could not be sold alone until a salesperson combined it with macaroni, creating a convenient meal. This highlights the need for businesses to analyze how their products are being used and consider what additional components would enhance their offering. By fully addressing customer needs, companies can improve their value proposition and drive sales.

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