Most marketers think there's a concept called a product life cycle. Once you realize that the world is organized by jobs that need to be done, you understand that product life cycles don't exist.
Sentiment: NEGATIVE
Markets work when people can evaluate the prices and risks of different products, then pick the ones that work best for them. But when the terms of the deal are hidden, competition doesn't work. And customers aren't the only ones who are hurt.
It's harder than ever to build an enduring company. As soon as a product strikes a nerve with customers, competitors emerge globally because the costs to start are so low.
People are in such a hurry to launch their product or business that they seldom look at marketing from a bird's eye view and they don't create a systematic plan.
When the product is right, you don't have to be a great marketer.
We think the whole world's going to change, and forget that human beings are still human beings; we have the same five senses, we still interact the same way, we still love and hate the same way, but marketers lose track of that. But then it comes down to earth.
The world of marketing is all about trends and the ability of marketers to identify and cultivate them.
There is a clear goal and it isn't to make money. The goal is to desperately try to make the best products we can. We are not naive - if you trust it, people like it, they buy it and we make money. This is a consequence.
I think every market has lot of things in common, and at the same time, every market has lot of different things.
If the world operates as one big market, every employee will compete with every person anywhere in the world who is capable of doing the same job. There are lots of them and many of them are hungry.
We don't market products narrowly. We market big stories about the industry, things that matter to a lot of people.