how much FU money do you have
Think about it. What is your business really selling?
A friend reminded me over lunch that most businesses are not selling what they think they are.
Some examples:
- You think Apple is selling a new phone – iPhone Duo. But they're really selling status.
- Disney doesn't sell park rides. They sell dreams.
- Nike doesn't just sell shoes. They sell the feeling of athleticism.
You think the guy rocking a RM849 pair of On Clouds bought one because of oooh "cushion technology"? No, they saw a celebrity they admire wearing a pair, and figured they need one as well.
Let me share my experience with Underdog Con, the marketing conference I host.
Are we really selling information and access with a conference?
Or... are we really selling an excuse for corporate workers to get out of the office?
If you peel back the layers, you'll discover that people buy things for different reasons than they say they do.
Of course, Apple doesn't go out with their marketing and say, "Yo, buy the iPhone Duo. It's a great way to flex how much FU money you have!"
The message is implicit in the marketing.
So what do you really sell?
The most productive morning you'll have this month
It is said that a CEO's job is to scout for talent. With Daily CMO, I found myself scouting for greatness.
One such person I've found greatness in is King Quah, CEO of Saltycustoms, a $18M business with 17+ years of experience building businesses.
He doesn't portray himself as a guru. Never will. In fact, I've asked him to teach in workshops, and he has always rejected me.
There's a difference between learning from someone who does stuff versus someone who talks about stuff. King is definitely, 100% a do-er.
That's why I'm excited about Breaking Barriers.
It's probably the most productive morning you'll have this month.