Bottom up Marketing Flashcards
What is an entrepreneur?
One who identifies and starts a business venture, sources and organizes the required resources, and takes both the risks and rewards associated with the venture.
Who has the highest overall well-being?
Business Owner
What were Guy Kawasaki’s idea for starting a business?
“Make meaning which may make money”
Increase the quality of life
Right a wrong
Prevent the end of something good
What are the keys to entrepreneurial marketing?
Entrepreneurs win or lose at the tactical level (bottom-up)
Innovation is incremental
Creativity loves constraint
Key to success is developing angles
Why is creativity influenced by constraints (scarcity)?
Big business strategies simply don’t work for shoestring-funded entrepreneurs.
Big business has millions to spend on R&D and sophisticated messaging and promotional campaigns to buy market share.
Entrepreneurs can’t afford to buy success, they must do it the old fashion way–they earn it through creative, low-cost tactics.
What is a culture of scarcity?
Spend money to make money instead of spending money to look good
What lesson can we learn from “When David Beats Goliath” with regard to Entrepreneur?
Goliath - Big Business
David - Entrepreneur
Think like David…play to strengths, creative, low-cost tactics
Fight on your own terms
What is creativity?
Using old things in new places, ways, and combinations
