The map
The ideas, and how they connect.
These are not tags. Each one is a small hub: what the idea is, why it matters, where people get it wrong, and how it links to the others. Start anywhere and follow the connections. The map grows as the thinking does.
- TrustEvery marketing act is a deposit or a withdrawal on trust. There is no neutral marketing. It is the only asset that compounds while you sleep, and the only one that, once spent cheaply, is slow and expensive to rebuild.8 pieces
- PositioningWithout a frame, buyers supply their own, usually the cheapest and least flattering one. Positioning decides the question the buyer asks, and the question decides the answer. Most messaging problems are positioning problems in disguise.7 pieces
- DistributionThe best idea with no distribution loses to a worse idea with reach. Where and how you show up shapes what actually gets understood.6 pieces
- CommunityReal community is the most durable form of distribution and the least fakeable form of trust. It also cannot be manufactured without eventually being exposed.3 pieces
- AttentionTo capture attention is to be handed a trust. You are responsible for what you make people look at, and the honest path is to spend that attention on their behalf, not yours.4 pieces
Trails
Watch an idea travel.
A trail follows a single idea from the book that seeded it, through the essay that worked it out and the work that tested it, to the lesson it left and the question that still remains. Thinking never ends, so neither do the trails.
- How I learned that positioning is context, not words
The journey from a book about positioning to a live engagement, and the question it left me with.