Unveiling Industry Giant Secrets: Creating A Problem & Being The Solution

Kasim: 00:00:11

You can create a market like big businesses do this all the time.

2

: 00:00:16

Apple did this.

3

: 00:00:17

Apple created a market that didn't exist.

4

: 00:00:20

Apple sold more in AirPods

than Twitter's gross revenue.

5

: 00:00:23

Netflix is gross, really, unbelievable.

6

: 00:00:26

And might be misquoting that,

but I'm getting the gist right.

7

: 00:00:28

And before that, there

was no market for AirPods.

8

: 00:00:30

Like people spent 10 on

headphones, 30 if you were insane.

9

: 00:00:35

200 if you're a Dr.

10

: 00:00:36

Dre fan.

11

: 00:00:36

Now everybody has to, you can

create a market and we just need

12

: 00:00:40

to acknowledge our power there.

13

: 00:00:42

, you're absolutely right.

14

: 00:00:43

And I think that's how you have to think.

15

: 00:00:44

And you're like, ah, I'm

a director of marketing.

16

: 00:00:46

I'm a business owner.

17

: 00:00:47

I'm not an apple.

18

: 00:00:49

I beg to differ.

19

: 00:00:51

Actually.

20

: 00:00:51

I think you can learn lessons from the

apples of the world from the athletic

21

: 00:00:55

greens of the world, from the Sephora's

of the world, from, some of the

22

: 00:01:01

examples , that meta used were major

brands like Allergan, which has Botox

23

: 00:01:07

and, a couple of other brands, like these

big brands are doing something right.

24

: 00:01:12

is?

25

: 00:01:12

I do.

26

: 00:01:13

, here's the thing that pisses

me off about Blue Apron.

27

: 00:01:15

I understand when you send me meals,

like freshly send you cooked meals and

28

: 00:01:19

then I take them out and I put them

in the microwave or I put it on the

29

: 00:01:21

stove and then I get to eat that meal.

30

: 00:01:23

Blue Apron sends me the ingredients

to a meal that I then have to cook.

31

: 00:01:27

It's like You do the hard work.

32

: 00:01:29

We'll do the easiest

part of this whole thing.

33

: 00:01:31

Going to the store and

put it all in a bag.

34

: 00:01:32

Yeah, we're going to do that part

and we're going to sell it to you.

35

: 00:01:35

they blew up, they exploded and

they turned it into a date night.

36

: 00:01:38

And it's this big, USPs and it's

specific for people who like to cook.

37

: 00:01:42

But it's such a phenomenal example

of a business and a market that

38

: 00:01:45

didn't exist until they created it.

39

: 00:01:47

They created the problem

and then they solved it.

40

: 00:01:49

a great book.

41

: 00:01:50

You play bigger.

42

: 00:01:51

That's it.

43

: 00:01:52

It's exactly all about this.

44

: 00:01:54

How do you do it?

45

: 00:01:55

You create your market, you

create, your own blue apron.

46

: 00:02:00

And I'm not saying go out there, maybe

your first time in doing this, you should

47

: 00:02:05

have some, at least some experience.

48

: 00:02:07

a lot of these businesses that they

talk about and play bigger you had

49

: 00:02:11

previous experience in business and

we're really knew what they were doing.

50

: 00:02:14

Salesforce is a great example of that.

51

: 00:02:16

Obviously Apple is a

great example of that.

52

: 00:02:18

Blue apron is an example of that.

53

: 00:02:20

They use a lot of different examples.

54

: 00:02:21

It's a great book.

55

: 00:02:22

I've had my team read it.

56

: 00:02:23

We've talked about it.

57

: 00:02:24

How do you actually do it though?

58

: 00:02:26

This is the advertising and getting

the word out there part of it.

59

: 00:02:30

So this is an inflection point and

a big opportunity in the market

60

: 00:02:34

right now that we are seeing.

61

: 00:02:36

And then we're also seeing for our

individual customers that We've been

62

: 00:02:41

doing it for like over a year now.

63

: 00:02:44

And it's Absolutely taking things from

hundreds of thousands of dollars in ad

64

: 00:02:50

spend to millions of dollars per month in

ad spend by doing this very thing, which

65

: 00:02:55

we're going to get into in just a second.

66

: 00:02:57

we do have a download of this

a lead magnet that you can

67

: 00:03:00

get over at brand building.

68

: 00:03:02

That's tier11.

69

: 00:03:02

com forward slash brand building.

70

: 00:03:04

We'll leave that link in

the show notes as well.

71

: 00:03:05

I'll actually show you a case study

where we actually did this exact thing.

72

: 00:03:08

Let's get into it.

73

: 00:03:09

So we've reached an

interesting point right now.

74

: 00:03:11

So we've got the economy

that's under pressure.

75

: 00:03:13

I know you think the sky is falling.

76

: 00:03:15

I don't think the sky is falling.

77

: 00:03:17

Probably will fall sometime in 2025,

the way that things are looking.

78

: 00:03:21

Economy is under pressure.

79

: 00:03:22

The ad ecosystem is changing policies.

80

: 00:03:25

You've got privacy, you've

got new platforms that are

81

: 00:03:29

coming out that involve.

82

: 00:03:32

A hell of a lot of AI, a lot of

machine learning, there's less for

83

: 00:03:36

media buyers technically to do.

84

: 00:03:38

So the ad ecosystem is

definitely evolving.

85

: 00:03:41

And then there's an opportunity here

to increase focus on value and like

86

: 00:03:47

marketing budgets, especially now because

maybe the economy is under pressure.

87

: 00:03:50

Marketing budgets are

definitely under the microscope.

88

: 00:03:52

So what we're seeing is.

89

: 00:03:55

It's a reallocation or sort of a

shift in spend from pure bloody

90

: 00:04:01

red ocean conversion ads to

top of funnel brand awareness,

91

: 00:04:07

consideration and awareness types of

ads and blending the two together.

92

: 00:04:13

And that's really what this is all about.

93

: 00:04:15

And Meta calls it full funnel.

94

: 00:04:16

Not necessarily in love with that term,

but one of the biggest things I think

95

: 00:04:21

in media buying that we've experienced

in the last year We didn't even realize

96

: 00:04:25

we were doing it custom, which is crazy.

97

: 00:04:27

when you catch yourself

doing something, right?

98

: 00:04:29

You're actually makes sense.

99

: 00:04:31

Geez.

100

: 00:04:31

Maybe I should do this for a living.

101

: 00:04:33

You know what?

102

: 00:04:34

We have so many accounts that we deal

with, like this was happening in accounts.

103

: 00:04:38

I didn't even realize it was happening.

104

: 00:04:39

Like the media buyers are

doing it on their own.

105

: 00:04:41

Yeah.

106

: 00:04:41

That's the thing about best practices.

107

: 00:04:43

They're generally intuitive, right?

108

: 00:04:47

Like it's generally the thing

that somebody who does it for a

109

: 00:04:49

long enough period of time would

naturally default to, and it's only

110

: 00:04:54

like bureaucracy and micromanagement

that veers them off of course.

111

: 00:04:59

So because y'all are strategist led,

You end up with natural best practices.

112

: 00:05:06

And then, this is the thing

that always pisses me off.

113

: 00:05:08

somebody else comes along

and just defines it better.

114

: 00:05:12

And they get to look

like they invented it.

115

: 00:05:13

And I'm like, I've been doing this

the whole time, but you named it and

116

: 00:05:16

came up with the graphic, and so now

all of a sudden you own this shit.

117

: 00:05:19

And I have to pretend like we follow you.

118

: 00:05:20

But yeah, think that's an important note.

119

: 00:05:23

Especially for CMOs and director of

marketing, if you're not strategist led

120

: 00:05:26

in an ecosystem like this, you're going

to get into a lot of trouble because the

121

: 00:05:30

people doing the work should be the ones

making those very specific decisions.

122

: 00:05:35

hopefully this example lands

properly, but I have some family

123

: 00:05:38

that are in the U S special forces

and they talk very often about.

124

: 00:05:42

Leadership from the front, if you're

actually your feet on the ground,

125

: 00:05:46

you should be the one making the

calls, not whoever's in the, air

126

: 00:05:49

conditioned bunker looking at satellite

photos because they just don't.

127

: 00:05:54

And very often that's

how businesses are run.