Why marketing isn't working anymore (strategy pro explains) (youtube.com)
He says we have had a ‘war on friction’ for years. Anothe blogger this week posted about how optimizing for happiness is not moral but that's what has been done recently, he meant that even unethical happiness or neutral happiness is considered a ‘good’ in the culture/society and is justification or reason to do things or organize things.
Friction held back sludge/slop. Friction is like a moat now.
Even good content that appears on his feed, he says ‘Well it looks like it, but,’ or ‘Well it looks maybe too good’, suspecting AI. Scepticism. Only trust/attachment to a brand will overcome that.
People aren't filtering harder, but instead just retreating to a small set of trusted sources.
It's almost like the 80s, he noted, when you actually had to break into the channels with institutional credibility.
His new marketing/product rule is ‘If it’s not difficult, it won't work.'
This is the list of things he says are still marketable. Being a fantastic speaker, good on camera,attached to some big brand name, having a serious title or qualification, knowing people worth interviewing, having good connections, having a real track record. Clooney's tequila sold, he didn't compete on quality of tequila, when n no other celebs were doing this (the idea scales down with suppliers).
‘What currently occupies the space that we are intending to take?’