Chapter 9 This is Marketing

People like us

So we have gone through this before. The main aim of a marketer is to make change happen and to make ‘a culture’ out of it.

But how will you make that happen when you know people won’t do what you want or tell them to do?

The early adopters start the change but to make it into a culture, a marketer needs to aim for the stubborn resistant ones too. Well, everybody has their own internal narratives and to change those narratives we have to instill in them that feeling that this is what they want.

People want to change to fit in. When they see people like them, doing things like that, they also change according to it.

What people wish or want is directly related to the group of people they resonate to, “ Their people”, “People like us”. They do whatever their group is doing.

That’s why we go for the smallest viable market. We can’t go for everyone. As this “us” is not everyone and this culture can’t be formed with everyone.

When you understand the group of people you are aiming for, they also resonate with you and accept the change in culture. Normalizing your choices makes a culture. When it’s normal, it’s a culture.

Understanding the worldview and the people you wish to change and then focusing your attention to that particular group only, makes you perfectly able to seek a change in culture.

Between Elite and Exclusive, a marketer tries to come up with something that’s exclusive. Something where the concept of “people like us” works well. Being exclusive really helps when you are trying to build strong and useful connections whilst maintaining that tension.

Work for something that actually matters to people you wish to serve. It doesn’t matter what everyone thinks, it’s only the dreams and desires of the people you seek to serve that actually are of significance. You reach out to the early adopters and understand their wants and needs and they will spread out the word among those who are a part of your small viable market. The people who matter.

It’s about when people think, “People like us do things like this.” This feeling helps you to make a culture and change happen.

Related posts:

Historical accounts and images of the indigenous Hawaiin people indicate that they were of African descent. Although the evidence is minimal, according to Kalamu ya Salaam, Africans arrived in Hawaii…

I have little funds to work with. What are the steps I should take to get my credit report looking better? Answer : I would recommend that you visit this internet site where you can get from the best…

The clue to cracking the nature of dark matter — the mysterious substance that makes up 80% of the Universe’s mass — may lie in the investigation of low-surface-brightness galaxies (LSBs), new…