Optionality is a hearty mix of profit margin, small size, independence, attitude, and freedom. You’ve got to have all of it to have optionality. If a board is calling the shots, you don’t have much optionality. If your margins are thin, or non-existent, you don’t have much optionality. If the public owns a piece, you don’t have much optionality. If you’re too big to change direction quickly, you don’t have much optionality. And if you’re afraid to speak your mind and stake your point of view, you don’t have much optionality.
Consumer Funnel Culture Hacking Brand Positioning Brand Persona Brand Narrative Fan Narrative Purpose Point of View Transaction Relationship Awareness Intrigue Attention Inspiration Marketing Stunts Creative Consistency Buyers Believers Loyalty Devotion Messaging Lifestyle Values Rituals Products Icons Mass Niche
Don't put everything into one thing.
Everything that can be digitized will be digitized.
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