Radical Marketing

Don’t think outside the box, think like there is no box.

Radical marketers relate differently to their clients than do traditional marketers, in it for the long haul, and are resource-constrained.

They think different.

Radical Marketers have exceptional levels of intelligence, usually no formal marketing background, and ignore academic marketing theories because they are driven by a dream that borders on obsession.

They have a deep understanding of their loyal customers.

Traditional Marketing is big, complex, aimed at mass market and used in a formulaic approach that is separated from the consumer.

The Key To Radical Success1. Radical marketers have very

strong visceral ties to their specific target market or audience.

2. They have a deep belief in their product.

3. They look like their market – because they are their market.

4. They have a tight connection to customer base.

5. They are charismatic, visionary leaders.

6. They build a determined workforce made in their image.

Traditional vs. Radical MarketersTraditional marketers inside brand-driven corporations generally apply an intellectual rather than an emotional understanding of the market.

Radical marketers tend to focus on growth and expansion rather than on profit-taking.

Radical marketers understand the nature of their product in a way that eludes most professional marketers whose emotional tie to the product is limited.

All good things were once only an idea.

Ten Rules of Radical Marketing1) CEO must own marketing function

2) Marketing starts and stays small/flat

3) Gets face-to-face with customers

4) Use market research cautiously

5) Hire only passionate missionaries

6) Love and respect your customers

7) Create a community of consumers

8) Rethink marketing mix

9) Celebrate uncommon sense

10) Be true to the brand

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