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Just evil enough: Subversive marketing strategies for startups | Alistair Croll (author, advisor, entrepreneur)
- In this podcast, Alistair Croll- the co-author of the best-selling book Lean Analytics shares insights from his upcoming book, Just Evil Enough. In it, he and his co-author Emily Ross discuss the importance of subversive marketing strategies in most startups’ growth.
- To succeed, you need to find an 'unfair advantage' in how you capture attention and turn it into profitable demand. This is what Alistair and Emily call “just evil enough.”
- He outlines 11 specific subversive tactics that successful startups have used such as using bugs as features, buyer upgrades, and bait and switch among others.
- Examples of companies like Netflix, Airbnb, and Tesla that used clever tactics early on are also discussed.
- A framework for scanning your market for opportunities is also shared and the importance of finding your “zero-day marketing exploit” is emphasized.
- To apply these tactics, startups need to spend time understanding their industry’s system and status quo, temporarily think like a “supervillain” to brainstorm novel approaches, and look for ways to change their value chain or industry dynamics.
- In conclusion, Alistair explains how to embrace these tactics ethically without actually being evil and the importance of normalizing disagreeable thinking.
- The transcript of the podcast is available at https://www.lennysnewsletter.com/p/just-evil-enough-alistair-croll.
- The podcast is sponsored by WorkOS, Hex, and Vanta and is produced by Penname.
- Lenny Rachitsky may be an investor in some of the companies discussed.
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