If you have to charge ten times as much

This is a provocative question for marketers by Seth Godin. The source article is This is Marketing

Here is our  attempt to answer this question:

Why We're Worth 10 Times as Much

To your relief, your dream has come true : "You will reach your true potential in this life."

We make this promise. Not by magic. But by your own DIY research and wisdom.

Once you clearly know

1. What you truly want to achieve
2. What you can do: long-term, short-term, right-now-this-hour-term

1. You will act. That is, you come to have agency.
2. This action will have extra punch and power and venom because you have conviction because you've seen precedents and examples with your own eyes. That is, you come to have self-efficacy.

Examples

1. English majors usually become burger-flippers (credit: Dilbert cartoon strips and "What Color is Your Parachute?").
   But once you've seen others with good written English and good math become successful programmers, the way you attend your coding classes won't stay the same.
2. Previously guys with a bit of marketing, a bit of design and a bit of coding and a bit of many things else, got no where. You have been one of them.
   Now these same guys become hot as "growth hackers." When you tell an interviewer that you are a growth hacker, your voice will carry a convincing, compelling tone.

"Horizontal" means from outside one's industry.( credit: "Marketing 4.0"), or from outside one's expertise (credit : "Rules for the Radical")

You who can , will do your life's work with the force of faith, and get better results.

For that, aren't we worth US$ 500 or more?

Zealots, Evangelism, Cause Marketing : Z.E.R.O

You should pay $0.00 for your PR and media. That's the outrageous proposition of this marvelous book.




These zealots will become your brand ambassadors, your agitators and your evangelists.

Customers Are Always Right : About Face

The author is quoting the classic "Positioning" by Ries and Trout. The quotation contains timeless insights for marketers.





People who want to educate other people, must be aware of these mine traps!

People always prefer to live in their own small bubbles, their comfort zones. Let them stay there, it's their rights.

What Business Are You In?

One of the late Peter Drucker's famous questions is : What business are you in?

Theodore Levitt too asked this question, observing that the rail road businesses in the US in the early 20th century failed to become players in aviation because they myopically stuck to a narrow definition of their business as "rail road business" not as "transportation business."

Here is a collection of such definitions.

What business is Starbucks in? Coffee business serving people or people business serving coffee? Business of making people feel valued at a personal level or business of running stylish coffee shops? The source of these ideas.

What business is Coca-Cola in? Like Pepsi, in "taste" business or in "fun" business?

What business is Revlon in? In perfume business or in business of selling hope, dreams and fantasy? I got this example from E-Myth Revisited.

What business is a tuition center in? In the business of teaching certain concepts and skills to youth, or in the business of inspiring and instilling confidence in them?

How you define your business will determine how you define your value to your customers, how you position your offerings to those of the competition, what acquisitions you go after, how you do your R & D, and so on.

Therefore, take your time until you get a crystal clear and compact answer that excites both yourself and your troops.