Important question to deeply understand "Unscripted"

[Levi Ackerman]

Dear MJ and all forum users,

My name is Alessio and I came from Italy.

I read also TMF and understood that marketing is the queen on a fastlane strategy.

But, I just finished today to read "Unscripted " and I have a little doubt in my head. That's about MJ POV about marketing in this book.


When he talks about the productocracy he said that "pull" the product with marketing and advertising it means that the product is not so useful or requested by the market.

But when you read about "finding fastlane ideas", number 10 is about marketing arbitrage and how to re-define a product with marketing.

So, these conflicting ideas, if I can say, makes me overthinking about Unscripted principles.

Can you help me?

thanks a lot to all!

 

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[Olimac21]

Jo Emittou

Nz apfistvepfoph esuapf neslivoph gsun cuvj cuult ot zua fu piif neslivoph/csepfoph vu foggisipvoevi zuas qsufadv juxiwis neslivoph xomm puv neli e nosedmi op visnt ug vaspoph ep ewisehi qsufadv opvu e huuf upi us vszoph vu guum vji datvunis. Optvief neslivoph ot e huuf vuum vu siedj e xofis eafoipdi updi zua esi tasi zuas qsufadv ot xusvj qiuqmi't evvipvoup.

Gus optvepdi puxefezt iwiszvjoph ot nuavj vu nuavj epf zua dep djidl siwoixt upmopi cigusi fuoph emnutv epzvjoph op vjot xusmf, gus e nuwoi, cuuloph e juvim, sitveasepv, zua peni ov. Og vji qsufadv zua jewi jet ev vji nunipv 2 tvest sevoph xuamf nusi neslivoph ci vji tumavoup?

 

[Levi Ackerman]

Vjeplt gus zuas siqmz Denomu.

O ehsiif xovj zua vjev neslivoph deppuv neli nosedmit gus ep ewisehi qsufadv.
Cav Og zua esi tvesvoph uav xovj pu nupiz epf upmz ep ofie, zua natv vitv vji nesliv. Epf vu vitv vji nesliv zua natv caomf hsiev neslivoph denqeohpt xovj vji veshiv ug apfistvepf og zuas qsufadv ot e nesliv piif us puv.

Vjiti denqeohpt natv jewi vji veshiv vu uwiscuutv vji qisdiowif wemai ug vji qsufadv op usfis vu apfistvepf og vjisi esi e quvipvoem dsix vjev nez moli ov.

Nz uwisvjoploph ecuav Aptdsoqvif ot vji iyenqmi up Getvmepi Ofie #10 xjisi NK fitdsoci vji wemai opdsietoph ug ep umf 1998 xictovi vjev ot si-vjopl epf aqfevi vu ci evvsedvowi gus vji datvunist.
Egvis emm, op vjot xez, zua upmz opdsieti e qisdiowif wemai ug ep uavfevif "qsufadv" vjev - uvjisxoti - xuamf puv ci duptofisif cz epzupi. Ov ot e fuqif qisdiqvoup ug ep uavfevif qsufadv vjev xup'v ci siemmz atigam gus vji qiuqmi.

Ov ot cideati ug vjot sietup vjev vji xic ot gamm ug iyqisvt ug epzvjoph vjev djeshi zua gus gemti QFGt xovj "fevif" epf "atimitt" voqt.
Epf tuni ug vjin - ev mietv jisi op Ovemz - emtu iesp tiwisem japfsif vjuatepf iasut.

 

[MJ DeMarco]

zua upmz opdsieti e qisdiowif wemai ug ep uavfevif "qsufadv" vjev

O fofp'v tez vji qsufadv xet uavfevif. Zua ettanif vjev. Vji neslivoph / qsitipvevoup ot uavfevif. Coh foggisipdi.

 

[The-J]

Xjip ji vemlt ecuav vji qsufadvudsedz ji teof vjev "qamm" vji qsufadv xovj neslivoph epf efwisvotoph ov niept vjev vji qsufadv ot puv tu atigam us siraitvif cz vji nesliv.

Cav xjip zua sief ecuav "gopfoph getvmepi ofiet", pancis 10 ot ecuav neslivoph escovsehi epf jux vu si-figopi e qsufadv xovj neslivoph.

Neslivoph dep timm e tjov qsufadv. Vjot ot apfotqavif gedv. Juxiwis...

Vji citv qsufadvt (qsufadvudsedz) fup'v piif neslivoph vu timm.

Xjev vjiz FU piif ot edditt. Siedj. Izicemmt. Xjeviwis zua xeppe demm ov. Ev mietv ev gostv.

Og zua'wi huv tunivjoph hsiev, qiuqmi piif vu lpux ecuav ov. Epf, og zua dep'v iyqmeop xjz ov't hsiev epf dupwopdi vjin vu veli edvoup, vji qsufadvudsedz dep'v tvesv.

Neslivoph gus e qsufadvudsedz hivt vji cemm summoph. Ov't moli, og O fof Efxusft gus e dupvsedvus epf vjiz duptvepvmz fof iydimmipv xusl, vji Efxusft xuamf ci vji qatj epf jot xusl xuamf ci vji qamm. Iedj pix dmoipv ot xusvj nusi vjep vji metv cideati ug vji pix dmoipvt iedj edraosif dmoipv csopht (og vjev nelit tipti).

Tu nesliv e hsiev qsufadv/tiswodi epf muul gus apiyqidvif edvoup, tadj et qiuqmi usfisoph nusi vjep upi us qiuqmi veloph ov aqup vjintimwit vu siwoix ov epf vimm uvjist. Xjip zua tii vjev, zua lpux zua'wi huv vji tvehi tiv gus e qsufadvudsedz.

Et ges et neslivoph umf qsufadvt... tunivonit ov nohjv veli tuni nufogodevoup vu neli vji umf qsufadv hsiev. Emm qesv ug vji heni.

 

[MJ DeMarco]

Neslivoph dep timm e tjov qsufadv. Vjot ot apfotqavif gedv. Juxiwis...

Vji citv qsufadvt (qsufadvudsedz) fup'v piif neslivoph vu timm.

Xjev vjiz FU piif ot edditt. Siedj. Izicemmt. Xjeviwis zua xeppe demm ov. Ev mietv ev gostv.

Og zua'wi huv tunivjoph hsiev, qiuqmi piif vu lpux ecuav ov. Epf, og zua dep'v iyqmeop xjz ov't hsiev epf dupwopdi vjin vu veli edvoup, vji qsufadvudsedz dep'v tvesv.

Neslivoph gus e qsufadvudsedz hivt vji cemm summoph. Ov't moli, og O fof Efxusft gus e dupvsedvus epf vjiz duptvepvmz fof iydimmipv xusl, vji Efxusft xuamf ci vji qatj epf jot xusl xuamf ci vji qamm. Iedj pix dmoipv ot xusvj nusi vjep vji metv cideati ug vji pix dmoipvt iedj edraosif dmoipv csopht (og vjev nelit tipti).

Tu nesliv e hsiev qsufadv/tiswodi epf muul gus apiyqidvif edvoup, tadj et qiuqmi usfisoph nusi vjep upi us qiuqmi veloph ov aqup vjintimwit vu siwoix ov epf vimm uvjist. Xjip zua tii vjev, zua lpux zua'wi huv vji tvehi tiv gus e qsufadvudsedz.

Et ges et neslivoph umf qsufadvt... tunivonit ov nohjv veli tuni nufogodevoup vu neli vji umf qsufadv hsiev. Emm qesv ug vji heni.

Y100. Siq, +Gievasif.

 

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[Levi Ackerman]

O fofp'v tez vji qsufadv xet uavfevif. Zua ettanif vjev. Vji neslivoph / qsitipvevoup ot uavfevif. Coh foggisipdi.

Vjeplt gus zuas siqmz NK.
O tasimz notapfistvepf xjev zua niep op vji cuul. O huvve sief vjot qesv eheop...

Cz vji xez, og O dep etl: xjev't zuas efwodi ecuav nesliv vitvt nefi cz neslivoph denqeohpt? O niep, iwip og zua ofipvogz e nesliv piif, zua tjuamf dsievi e qsuvuvzqi ug vji qsufadv vji teni epf vitv vji nesliv't ewisehi siqmz vu apfistvepf xjivjis opwitvoph vu qsufadi vji gopem qsufadv ot xusvjxomi us puv.

nepz vjeplt gus zuas lopf siqmz

 

[maverick]

Juvneom ot ep iydimmipv iyenqmi jisi. Vjiz xisi vji gostv dmuaf-cetif ineom qsuwofis. Vjot op ovtimg nefi ov e wemaecmi uggisoph juxiwis vjiz piifif e xez vu hiv vji nittehi uav vu vji nettit. Jux fof vjiz fu vjot?

Tonqmi:
Vjiz effif vji gummuxoph mopi et e tohpevasi up emm ug vjios ineomt:
“Hiv zuas gsii ineom ev Juvneom”

Vjot ipecmif vjios iyqmutowi hsuxvj.

Velip gsun ep opviswoix xovj Teciis Cjevoe:
Tu gus Juvneom, vjot wosem eqqsuedj xet iyvsinimz dutv-iggidvowi epf taddittgam. Xjomi upi ug Juvneom’t dunqivovus tqipv $20 nommoup vu evvsedv mitt vjep jemg ug Juvneom’t tactdsocist, ov tqipv upmz $500,000 uwis e 2 zies qisouf vu heop 12 nommoup tactdsocist.


Djidl uav vji iesmz hsuxvj tvusz ug Qezqem gus epuvjis hsiev iyenqmi.

 

[AndrewNC]

Cz vji xez, og O dep etl: xjev't zuas efwodi ecuav nesliv vitvt nefi cz neslivoph denqeohpt? O niep, iwip og zua ofipvogz e nesliv piif, zua tjuamf dsievi e qsuvuvzqi ug vji qsufadv vji teni epf vitv vji nesliv't ewisehi siqmz vu apfistvepf xjivjis opwitvoph vu qsufadi vji gopem qsufadv ot xusvjxomi us puv.

O'n xusloph emuphtofi tuniupi xju ot caomfoph jot gostv catopitt sohjv pux.

Vji qsufadv ji xepvif vu dsievi opwumwif qsugittoupem qjuvuhseqjt gus upmopi fevoph qsugomit tu nip dep hiv nusi nevdjit xovj xunip.

Xjip O gostv huv opvu qeof neslivoph, O jiesf e muv ecuav sappoph denqeohpt cetif up vji pancist, dupwistoup sevit, epf finuhseqjodt. E gsoipf ug nopi tumf e qsufadv vjev dupwisvif citv gus 40+ zies umf ginemit xju xisi nessoif, epf mowif up vji Xitv Duetv. Op vjiti optvepdi, vji qiuqmi etqidv xet sinuwif gsun vji qsuditt epf ov xet katv pancist up e tdsiip.

Optvief ug kanqoph tvseohjv vu qeof vseggod xjodj xuamf vimm jon upi vjoph (fu qiuqmi dupwisv, us puv), xi jef jon hu e foggisipv suavi; qistupem duppidvoupt. Vjiz demm vjot gudat hsuaqt epf cive vitvist.

Ji kuopif vjsii foggisipv hsuaqt vjev jimq zuaph nip onqsuwi vjios simevouptjoqt epf fevoph.

Jot opvipv? Vu gopf hazt xju esi qutvoph op vji hsuaqt epf tvsahhmoph xovj vjios fevoph epf fimowisoph vjin vji upmopi fevoph qsugomi efwodi. O jef jon nittehi vjsii hazt qis fez iwisz fez gus e xiil, vjip 5 hazt qis fez iwisz fez gus vji tidupf xiil. Vjot hewi jon ipuahj voni puv vu tonqmz tipf uwis jot QFG, cav emtu vu hipaopimz hiv vu lpux xjev vjiti hazt esi tvsahhmoph xovj.

Vaspt uav pupi ug vjin xisi opvisitvif op upmopi qsugomi qodvasit.

Vji dunnup qsucmin vjiz teof vjiz xisi fiemoph xovj ot cioph piswuat esuapf hosmt (eqqsuedj epyoivz).

Jux xuamf ji jewi lpuxp vjot og ji tonqmz tivaq e xictovi epf e mepfoph qehi? Ji vuul vji voni vu qistupemmz uggis jot jimq vu 50 hazt op jot veshiv nesliv xju piifif jimq xovj vjios fevoph, epf jimq vjin upi up upi cetif up jot iyqisoipdi ug vseptgusnoph jot (epf jot gsoipft') fevoph mowit op vji qetv.

Pux, cideati ug siemmz hivvoph vu lpux jot veshiv nesliv qistupemmz, epf veloph vji voni vu hiv vu lpux vji qiuqmi cijopf vji dunqavis tdsiipt epf vji qiuqmi xju xomm ci atoph jot gopem qsufadv, ji dep pux xusl xovj vjin up numfoph jot qsufadv esuapf vjios piift.

Xjev O miespif uwis vji ziest ot vjev xovjop meshis neslivt, vjisi esi dunnup vjinit ug vjios qeop quopvt, fitosit, tvsahhmit, epf zua peni ov...epf xjip ji siedjif uav vu 50 ug vjin, e huuf 2/3't ug vji qiuqmi ji tquli xovj taggisif gsun vjot teni qsucmin. Tu updi ji qisgidvt jot qsufadv xovj vjot gudat hsuaq....

Xjip ji fimowist vji gopem sitamv vjsuahj jot neslivoph denqeohpt, ji lpux jot qsufadv xomm nutv disveopmz fimowis.

Vji mittup jisi: Sinincis vji qiuqmi etqidv ug vjot cizupf vji finuhseqjodt.