THREAD: The top 0.1% of marketing mental models.
Compressing a 6-year career into the best 8 ideas:
1. Contrast Is A Drug
• Rolls Royce stopped exhibiting at car shows
• They started exhibiting at private aircraft shows
• "If you've been looking at jets all afternoon, a £300,000 car is an impulse buy. It's like putting the sweets next to the counter" - @rorysutherland
2. The Best Content Involves A Red Pill
• "If you want to build a good podcast, following, or blog - you've gotta create your red pill"
• Hand society something they're not hearing anywhere
• Society says blue pill. Your content says red pill.
(@finnscave via @ShaanVP)
• The irony is that the red pill metaphor is itself a red pill - once you see it, you can never unsee it.
• The best content creators on the internet all have their own red pill, which makes their content so enticing.
E.g. @jockowillink's red pill:
• Society's Blue Pill: Writing is a boring activity from school
• @david_perell's Red Pill: Writing online is the fastest way to accelerate your career