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

Ralph and Kasim reveal industry giant secrets. Listen to this episodenow to gain a fresh perspective on how you can create your own success story!

Big businesses shape markets to their advantage. Companies like Apple have not just thrived but revolutionized entire industries by creating markets that didn't even exist before. They share how they do just that by creating problems and then providing the perfect solution.


They also discuss how we're at a crucial inflection point where the economy, ad ecosystems, and privacy policies are changing rapidly. They'll share how reallocating your marketing budget towards top-of-funnel brand awareness can be a game-changer, driving growth and value in these shifting times.


This clip is from The Perpetual Traffic Podcast, watch the entire episode here:

Lead, Don't Follow: Learning Market Creation from the Best in the Business:   

 • Lead, Don't Follow: Learning Market C...  


Related video:

🥊 Don’t Fight Fair: The 5 Unfair Advantages in Life and Business:   

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The Play Bigger Book: https://www.playbigger.com/book



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Transcript
Kasim:

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

2

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Apple did this.

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Apple created a market that didn't exist.

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Apple sold more in AirPods

than Twitter's gross revenue.

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Netflix is gross, really, unbelievable.

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And might be misquoting that,

but I'm getting the gist right.

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And before that, there

was no market for AirPods.

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Like people spent 10 on

headphones, 30 if you were insane.

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200 if you're a Dr.

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Dre fan.

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Now everybody has to, you can

create a market and we just need

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to acknowledge our power there.

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, you're absolutely right.

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

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And you're like, ah, I'm

a director of marketing.

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I'm a business owner.

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I'm not an apple.

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I beg to differ.

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Actually.

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I think you can learn lessons from the

apples of the world from the athletic

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greens of the world, from the Sephora's

of the world, from, some of the

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examples , that meta used were major

brands like Allergan, which has Botox

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and, a couple of other brands, like these

big brands are doing something right.

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is?

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I do.

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, here's the thing that pisses

me off about Blue Apron.

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I understand when you send me meals,

like freshly send you cooked meals and

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then I take them out and I put them

in the microwave or I put it on the

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stove and then I get to eat that meal.

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Blue Apron sends me the ingredients

to a meal that I then have to cook.

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It's like You do the hard work.

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We'll do the easiest

part of this whole thing.

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Going to the store and

put it all in a bag.

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Yeah, we're going to do that part

and we're going to sell it to you.

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they blew up, they exploded and

they turned it into a date night.

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

specific for people who like to cook.

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But it's such a phenomenal example

of a business and a market that

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didn't exist until they created it.

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They created the problem

and then they solved it.

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a great book.

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You play bigger.

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That's it.

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It's exactly all about this.

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How do you do it?

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You create your market, you

create, your own blue apron.

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And I'm not saying go out there, maybe

your first time in doing this, you should

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have some, at least some experience.

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a lot of these businesses that they

talk about and play bigger you had

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previous experience in business and

we're really knew what they were doing.

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Salesforce is a great example of that.

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Obviously Apple is a

great example of that.

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Blue apron is an example of that.

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They use a lot of different examples.

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It's a great book.

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I've had my team read it.

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We've talked about it.

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How do you actually do it though?

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This is the advertising and getting

the word out there part of it.

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So this is an inflection point and

a big opportunity in the market

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right now that we are seeing.

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And then we're also seeing for our

individual customers that We've been

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doing it for like over a year now.

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And it's Absolutely taking things from

hundreds of thousands of dollars in ad

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spend to millions of dollars per month in

ad spend by doing this very thing, which

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

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we do have a download of this

a lead magnet that you can

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get over at brand building.

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That's tier11.

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com forward slash brand building.

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We'll leave that link in

the show notes as well.

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I'll actually show you a case study

where we actually did this exact thing.

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Let's get into it.

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So we've reached an

interesting point right now.

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So we've got the economy

that's under pressure.

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I know you think the sky is falling.

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I don't think the sky is falling.

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Probably will fall sometime in 2025,

the way that things are looking.

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Economy is under pressure.

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The ad ecosystem is changing policies.

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You've got privacy, you've

got new platforms that are

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coming out that involve.

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A hell of a lot of AI, a lot of

machine learning, there's less for

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media buyers technically to do.

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So the ad ecosystem is

definitely evolving.

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And then there's an opportunity here

to increase focus on value and like

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marketing budgets, especially now because

maybe the economy is under pressure.

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Marketing budgets are

definitely under the microscope.

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So what we're seeing is.

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It's a reallocation or sort of a

shift in spend from pure bloody

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red ocean conversion ads to

top of funnel brand awareness,

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consideration and awareness types of

ads and blending the two together.

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And that's really what this is all about.

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And Meta calls it full funnel.

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Not necessarily in love with that term,

but one of the biggest things I think

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in media buying that we've experienced

in the last year We didn't even realize

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we were doing it custom, which is crazy.

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when you catch yourself

doing something, right?

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You're actually makes sense.

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Geez.

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Maybe I should do this for a living.

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You know what?

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We have so many accounts that we deal

with, like this was happening in accounts.

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I didn't even realize it was happening.

104

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Like the media buyers are

doing it on their own.

105

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Yeah.

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That's the thing about best practices.

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They're generally intuitive, right?

108

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Like it's generally the thing

that somebody who does it for a

109

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long enough period of time would

naturally default to, and it's only

110

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like bureaucracy and micromanagement

that veers them off of course.

111

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So because y'all are strategist led,

You end up with natural best practices.

112

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And then, this is the thing

that always pisses me off.

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somebody else comes along

and just defines it better.

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And they get to look

like they invented it.

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

the whole time, but you named it and

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came up with the graphic, and so now

all of a sudden you own this shit.

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And I have to pretend like we follow you.

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But yeah, think that's an important note.

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Especially for CMOs and director of

marketing, if you're not strategist led

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in an ecosystem like this, you're going

to get into a lot of trouble because the

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people doing the work should be the ones

making those very specific decisions.

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hopefully this example lands

properly, but I have some family

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that are in the U S special forces

and they talk very often about.

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Leadership from the front, if you're

actually your feet on the ground,

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you should be the one making the

calls, not whoever's in the, air

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conditioned bunker looking at satellite

photos because they just don't.

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And very often that's

how businesses are run.

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