Seed the clouds

Here we come with the first post on Marketing!

I’m going to tell you about the video “Seed the clouds and watch the sales grow”, by the marketing guru Guy Kawasaki, available at the Stanford University’s Entrepreneurship Corner.

In this mini-conference, Mr. Kawasaki talks about “rain-making”: about sales. Marketing guys usually approach sales using some traditional ways, in a very typical manner. However, Mr. Kawasaki makes us be surprised with three different ideas that I’d like to share with you:

1. “Let a hundred flowers blossom” (Mao) – this stands for companies that find that the users/buyers of their product are not the originally intended customers. This situation leads, in many cases, to managers going crazy or worrying about their mistakes in the marketing plan. Guy Kawasaki just thinks this is stupid, and encourages entrepeneurs to “take the money”: go ask the people who are buying your product and make developments according to their requirements (“Atheists are too hard to convert to your religion. Go for the agnostics. Go for the believers”).
2. Enable test drives – this means trusting your customers and believing in their smartness, allowing them to take home your products and try them, so that you can obtain useful and effective feedback.
3. Suck down – many people think that selling a new product is about sucking up to the CEO, but that’s a great mistake. The people who truly make the decision to try your product are at lower levels, the ones who really do the work. Pay attention to them. (“The higher you go, the thinner the oxygen. And therefore the more difficult is to find intelligent life, right?”).

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