5 ways of thinking that can lead to total world domination. Useful tools and concepts from marketing that can be applied to startups (and any other businesses). Marketing Game, like XP's planning game, but for changing people's behavior, not the product.

1. Marketing Thinking
for
Startup Guys

2. Good marketing will
make a shitty product
fail sooner.
*this is why you need good marketing.

3. 5 ways of thinking
for
Total World Domination

4. }
design
thinking
entrepreneurial
thinking
startup
thinking
computational
thinking
marketing
thinking

5. design
It's all about pains.
thinking
● What are the pains for the
people today?
entrepreneurial ● Is there a way of doing
thinking things that people will
enjoy more?
computational
● How can the experience for
thinking the people be simplified
and made better?
marketing
thinking

6. design
Collaborating on code
thinking and maintaining
versions is painful
entrepreneurial and generates
thinking
bureaucracy.
computational
thinking
marketing
thinking

7. design
It's all about value.
thinking
● Where can additional value
be generated and gained?
entrepreneurial ● What are the deals that
thinking parties would want to make
but are not making
(a.k.a. deadweight loss)?
computational
thinking ● Why are those deals not
happening?
● Under what circumstances
marketing would they happen?
thinking

8. design
People want to pay
thinking with credit cards
everywhere and small
entrepreneurial merchants want to
thinking
accept credit cards.
computational
thinking
marketing
thinking

9. design
It's all about patterns.
thinking
● What are the basic building
blocks of the system as it is
entrepreneurial today?
thinking ● What are the repeating
patterns?
computational
● How can they be
thinking generalized & reused?
● How can they be turned
into an algorithm in the
marketing most efficient way?
thinking

10. design
People send files to
thinking themselves and save
new versions with
entrepreneurial different names over
thinking
and over again.
computational
thinking
marketing
thinking

11. design
It's all about behavior.
thinking
● What's the attitude and
behavior change that we're
entrepreneurial trying to achieve?
thinking ● Who are the people whose
behavior we're trying to
change?
computational
thinking ● What do they feel, think
and do now instead of
feeling, thinking and doing
marketing what we want them to?
thinking

12. design
We want travellers to
thinking feel like locals and
stay with other people
entrepreneurial
instead of hotels.
thinking
computational
thinking
marketing
thinking

13. Generating and executing
startup ideas based on what
you want people to do more
of is undervalued.

14. LET'S GO
FUCKING startup
thinking
MAKE IT!

15. }
design
thinking
entrepreneurial
thinking
startup
thinking
computational
thinking
marketing
thinking

16. If you systematically apply design,
entrepreneurial, computational and
marketing thinking to real world
problems and multiply it all by
startup thinking, you may have
scaling issues for real.

17. Marketing Game
for
Growing Like Hell

18. It's like XP's planning
game, but changing
people, not product.

19. 1
Marketing Stories

20. I want __________________ Target Group
who currently____________ Current Attitude
to ________________________
Desired Behavior Target Action
instead of _________________ Current Behavior Competition
*applicable to ideation, marketing, fundraising, hiring, team management and anything else.

21. a NY-based designer in his 20's
I want __________________
struggles to pay rent
who currently____________
have a nicer apartment and meet nice people
to ________________________
moving out to a shitty district
instead of _________________
*just like user stories, marketing stories in order to be actionable need to be broken down.

22. a designer going to a conference
I want __________________
is afraid of people
who currently____________
stay with nice people and save money
to ________________________
staying at hotels
instead of _________________
*just like user stories, marketing stories in order to be actionable need to be broken down.

23. an existing one-time user
I want __________________
doesn't travel much
who currently____________
recommend our service to more people
to ________________________
talking about other things
instead of _________________
*just like user stories, marketing stories in order to be actionable need to be broken down.

24. a TechCrunch editor
I want __________________
doesn't give a shit
who currently____________
write about our startup (favorably!)
to ________________________
putting our emails to spam
instead of _________________
*just like user stories, marketing stories in order to be actionable need to be broken down.

25. 2
Estimate Impact

26. Catching here
Getting here Growing here
*source: McKinsey

27. 3
Prioritize

28. 1
impact
3
2
efforts

29. 4
Journeys & Funnels

30. a person landing on our website
I want __________________
doesn't need our help
who currently____________
recommend our product to a friend
to ________________________
just looking through and leaving
instead of _________________

31. didn't know
current
read on TechCrunch
behavior
attitude &
got interested
clicked through
watched the intro video
discovered "share to win"
recommended
behavior
attitude &
desired

32. 1000 people read TechCrunch
10% conversion
100 people click through
1% conversion
1 person recommends

33. 5
Launch to Learn

34. write marketing
learn
stories
estimate impact
tweak and test
and effort
prioritize measure
create journeys ideate and
and funnels execute

35. It's all about contacting the right
people in the right context with
something that will make the
largest possible portion of them
feel, think and do what you want
them to feel, think and do.

36. One More Thing
for
those who want make it

37. The only thing we know for
sure about decision making
process in human beings is
that it's 95% irrational and
mostly unpredictable.
*otherwise why would they buy shitty overpriced products?

38. Sell Your Story
not just
Your Product

39. george.strakhov@gmail.com
94377498
keep calm and conquer the universe