Manifesto

"We want to look like those guys."

It is a statement that makes me cringe the most. When a client comes into a new market and they are trying to claw away at market share they typically point to the well resources, already established, Super Brand in their vertical and say “let’s do that.”

Super Brands like superheroes typically have huge public favor, big muscles, which in marketing equates to big budgets and a big head start.

Just like in the movies, going head to head with a Superhero (in this case a Super Brand) especially when you are under resourced is a recipe for disaster. The answer is not trying to outspend, outdo their SEO efforts or overtake their social media buzz.

No.

Supervillains use cunning and wit to outsmart their foes, not muscle or brute force.

This is the concept of the book Marketing For Supervillains and all great supervillains have a manifesto by which they run their lives (and business.)

I HAVE A CONTRASTING PERSPECTIVE ON MY MARKETPLACE.

I’ve tried the traditional path, and well, it simply wasn’t right for me.
I am the catalyst of the REVOLUTION of my industry.

I AM NOT HERE TO DO WHAT HAS ALREADY BEEN DONE.

I do not look to others for inspiration. Others look to me.

I PAY NO ATTENTION TO GUARDRAILS.

Guardrails are there to keep people on the paved road. I have no interest in following the same road as the masses. I pave my own pathway. I lead the way for others by seeing the madness in my industry and reshaping it.

MY TACTICS WILL SURELY ATTRACT CRITICISM FROM THE AVERAGE MASSES.

I accept these critiques. The unknowing always criticize that which they don’t know or understand. That is their problem, not mine.

I DO NOT MAKE EXCUSES.

I create new paradigms to get to the top, and I am willing to sacrifice to get there.

I HAVE ZERO INTEREST IN CREATING DRAMA FOR THE SAKE OF DRAMA.

When I create drama, I create it for the sake of creating business.

I WILL NOT CHANGE MY VISION TO MEET THE EXPECTATIONS OF THE WORLD.

I will change the world to match my vision.