Justin Jackson
@mijustin 11 months, 1 week ago 956 views

A lot of bootstrappers think they have a marketing problem:

"I need to get better at marketing."

But, it's more likely that you have a product problem:

"Do customers really want this? Do they care enough about this to switch to a new solution?"

☝️ this is why most of my book, @marketingdevs, is about:

1. Choosing the right market
2. Building something they want

"If your product is remarkable, getting noticed is a lot easier." – @peldi
I was reminded of this concept again this morning while reading @pjrvs' book (Company of One):

"Sales increase when you honestly evaluate what someone needs and then teach them the value of what you're selling."
To succeed, your product has to offer an outcome that is highly desirable to a large group of customers.
The number of sales your product receives is a multiple of these two variables:

1. How big is the target market?
2. How desirable is the outcome you're offering them?
In order to succeed you'll need to execute these steps well:

1. Pick a good market
2. Discover what they desire
3. Build something that gives them the outcomes they want
4. Do it better than the competition 😉
How do you do all this?

"You cannot know what your audience actually wants until you engage with them." – Seth Godin

Hang out with people in their world. Interact with them in the Commons.
And, YES! "Tell people about it" is a crucial step.

What makes a good market?

In my book, I recommend that you look for three attributes:

1. Purchasing power
2. Purchasing desire
3. Critical mass

The marketing potential of your product is determined early on:

1. The market you choose (how cheap/easy are they to reach? do they pay for things?)

2. The customer desire you choose to tackle (how strong is it?)

3. The product you choose to build (does it satisfy the desire?)


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This spring at SxSW, @SusanWojcicki promised "Wikipedia snippets" on debated videos. But they didn't put them on flat earth videos, and instead @YouTube is promoting merchandising such as "NASA lies - Never Trust a Snake". 2/

A few example of flat earth videos that were promoted by YouTube #today:
https://t.co/TumQiX2tlj 3/

https://t.co/uAORIJ5BYX 4/

https://t.co/yOGZ0pLfHG 5/
1/ Some initial thoughts on personal moats:

Like company moats, your personal moat should be a competitive advantage that is not only durable—it should also compound over time.

Characteristics of a personal moat below:

2/ Like a company moat, you want to build career capital while you sleep.

As Andrew Chen noted:

3/ You don’t want to build a competitive advantage that is fleeting or that will get commoditized

Things that might get commoditized over time (some longer than

4/ Before the arrival of recorded music, what used to be scarce was the actual music itself — required an in-person artist.

After recorded music, the music itself became abundant and what became scarce was curation, distribution, and self space.

5/ Similarly, in careers, what used to be (more) scarce were things like ideas, money, and exclusive relationships.

In the internet economy, what has become scarce are things like specific knowledge, rare & valuable skills, and great reputations.
And here they are...


Remember, this money is just fun. If you launched a product (or even attempted a launch) - you did something worth MUCH more than $1,000.


The winners 👇


Lattes For Change - Skip a latte and save a life.


@frantzfries built a platform where you can see how skipping your morning latte could do for the world.

A great product for a great cause.

Congrats Chris on winning $250!


Instaland - Create amazing landing pages for your followers.


A team project! @bpmct and @BaileyPumfleet built a tool for social media influencers to create simple "swipe up" landing pages for followers.

Really impressive for 24 hours. Congrats!


SayHenlo - Chat without distractions


Built by @DaltonEdwards, it's a platform for combatting conversation overload. This product was also coded exclusively from an iPad 😲

Dalton is a beast. I'm so excited he placed in the top 10.


CoderStory - Learn to code from developers across the globe!


Built by @jesswallaceuk, the project is focused on highlighting the experience of developers and people learning to code.

I wish this existed when I learned to code! Congrats on $250!!