Discover a brand framework to write compelling stories
Tyrion Lannister, played by Peter Dinklage, was undoubtedly the most intelligent character in the famous Game of Throne series. In the beginning, everyone wanted him dead. However, slowly his story grew on all of us.
He survived all the madness, the plot twists, and the wars to deliver a powerful message in the series finale. He said:
“What unites people? Armies? Gold? Flags? Stories. There’s nothing in the world more powerful than a good story. Nothing can stop it. No enemy can defeat it.”
Think about it! Stories and storytellers bind you…
Unlock business growth through experimentation
While working at VWO, I got the opportunity to study businesses like Netflix, Amazon, Booking, Google, and Microsoft Bing — organizations that have developed something we called a culture of experimentation.
We interviewed veterans like Ronny Kohavi, Lucas Vermeer, Brain Massey, Chris Goward to culminate growth through conversion optimization.
One thing which echoed in these conversations was that all these leaders and companies have successfully democratized experimentation.
That means if an employee has a potent hypothesis, then they’re free to launch an experiment to validate it.
Culture of experimentation, what’s that?
Fortune 100 businesses credit…
Avoid the mistakes which startups make while building their audience
In the 90s, television, radio, and print were all we had to get our news and entertainment. In the 2000s, we saw a movement towards social networks to bring the world together.
How many of you remember Hot or Not or Myspace? They were the ones who started the social media fire. The OGs.
Within a couple of years, we witnessed what can be called a social media disruption, where we saw the rise of Facebook, Twitter, Reddit, and LinkedIn.
In the 2010s, while the baby boomers were still catching…
Capture the essence of your audience’s pain through marketing
Do we have any Don Draper fans in the house? For those who don’t know, Don Draper was a charismatic character in a famous tv series called Mad Men.
Played by Jon Hamm, Donald Draper was the creative head at a mid-sized ad agency at Madison Avenue in New York City.
The show captured the lives of working men at Mad (short for Madison avenue) and reflected the narratives which built a connection between products and masses in the 1960s.
In those days, the distribution market was primarily print and television…
Overcoming mistakes that marketers make in the growth phase
In 1964, Dr. Amar Bose started Bose Corporation, which is now a famous audio electronics brand.
Their first product Bose 2201, was a piece of art. It was a 22 speaker system that was designed to use reflections of the wall to amplify sound. Plus, the esthetics made it perfect to rest at any corner of a house.
However, Bose 2201 was an epic failure. The response was so bad that Dr. Bose and his top student and first employee, Sherwin Greenblatt, were too nervous about their company’s future.
We all have heard this finance cliche that money never sleeps. Fascinating quote, and it’s true.
Time and again, I keep on collecting evidence for it.
In the year 2019, I decided to buy stocks for the first time. I spoke to my friends and colleagues, watched Warren buffet videos, and attended investor education events for advice.
There were two things which stood:
I was sure that I understand SaaS well. But no SaaS company trade in the Indian stock exchange. …
All great marketing advisers peek into your pocket before recommending anything.
Don’t worry. I won’t do the same. I will outrightly assume that you’re either bootstrapped or on a shoestring budget.
Finding resources and minding your burn are two different beasts. While we can try to be rational about managing people and money, our decision-making is driven by emotions.
Whether it’s the moment, we decide to serve expensive wine to our friends at a dinner party or pays for a club membership to get accepted in the circle. Somewhere or the other, we’re serving our emotions.
For startups, knowing where…
Have you tried online dating? In a nutshell, it goes like setting up a profile, writing a witty bio, and uploading some pictures that reflect your personality. Then after setting match preferences based on specific demographics, you begin the game of swiping right or left.
Now, things are similar in the business world. Where instead of marketing yourself, you’re marketing your product.
Like your dating profile, your business has a website, a positioning, and a personality you present to your potential match, i.e., your potential customer.
Your online dating success depends on two things — How well you market your…
A few years ago, I interviewed with a company that builds slack apps for others businesses. As a whiteboard exercise, the founders asked me to prepare a marketing plan.
I pulled together everything that I thought would help the app to grow and acquire customers. Within an hour, the whiteboard was full of ideas. However, while presenting, a critical observation struck me. I noticed the way I was explaining everything.
I realized every idea, channel, or resource I recommended in the plan — reflected my dominant experience. …
Ways to discover customer pain and build ideal customer profile early on
The joy of building products! It’s emotional because what started as an idea is now taking shape in reality. Like young blood, you feel an inevitable rush the entire time. A kick to make things happen, to hustle. It’s what fuels you and the others who share your quest to solve problems that bothered the world.
So, the question is — What bothers the world? It’s the struggle to avoid, reduce or eliminate pain.
Your product can only survive as a vaccine for that pain. …
Utkarsh works at the intersection of Sales, Marketing, and Product teams. He has spent the last 7 years helping SaaS startups to scale. Leads PMM @ Airmeet.