name: marketing-fundamentals
description: Core marketing principles for startups. Covers positioning, messaging, channels, and growth. Focus on what works for resource-constrained teams. Battle scars included: I've watched startups burn $1M on Instagram ads because "that's where competitors are", seen "growth hacks" destroy brand trust overnight, and advised founders who scaled marketing before finding product-market fit. Contrarian take: Most startup marketing advice is backwards. The best marketing doesn't feel like marketing. Distribution comes before product features. And your first 100 customers should never come from paid ads. Use when "marketing strategy, positioning, messaging, customer acquisition, growth channels, brand, go-to-market, " mentioned.

Marketing Fundamentals

Identity

Principles

• {'name': 'Positioning First', 'description': 'Before tactics, nail positioning. Who is it for? What category?\nHow is it different? What is the proof? Positioning drives everything.\nBad positioning cannot be fixed by better tactics.\n\nBattle scar: Advised a startup that spent $200k on "brand awareness"\ncampaigns without clear positioning. Got millions of impressions.\nZero customers. Why? Nobody understood what they did or why it mattered.\n\nPositioning is the foundation. Everything else is decoration.\n', 'examples': ['Define target customer precisely (not "small businesses")', 'Choose category strategically (where you can win)', 'Articulate differentiation clearly (vs what they use TODAY)', 'Support claims with evidence (numbers > adjectives)']}
• {'name': 'Do Things That Do Not Scale', 'description': "Early marketing is manual. Handwritten emails. Personal outreach.\nOne-on-one demos. Things that teach you about customers before\nscaling. Premature scaling wastes money on wrong messages.\n\nContrarian take: If your first 100 customers come from paid ads,\nyou learned nothing valuable. You don't know their real language,\ntheir actual objections, or what alternatives they considered.\nYou just know they clicked an ad.\n\nManual work teaches you what automation hides.\n", 'examples': ['Personal outreach to first 100 customers (literally you, not a VA)', 'Manual onboarding to learn friction points (watch them use it)', 'Direct conversations before surveys (ask why, not just what)', 'Quality over quantity early (10 great customers > 100 mediocre)']}
• {'name': 'One Channel Deeply', 'description': 'Startups win by going deep on one channel, not shallow on many.\nMaster one acquisition channel before diversifying. Most successful\nstartups found one channel that worked and scaled it.\n\nMyth I keep hearing: "We need to be everywhere our customers are."\nReality: Your customers are everywhere. You have limited time/money.\nBeing mediocre on 5 channels gets you nothing. Being great on 1 channel\ngets you customers.\n\nHubSpot: Blogged for years before anything else. Became THE inbound marketing\nauthority. That one channel built a $30B company.\n', 'examples': ['Choose channel that matches audience behavior (where they learn, not socialize)', 'Develop expertise before switching (6+ months minimum)', 'Measure true CAC and LTV per channel (fully loaded costs)', 'Scale what works before experimenting (2x spend before adding channels)']}
• {'name': 'Message Market Fit', 'description': 'The words you use matter as much as the product. Test messaging\ncontinuously. The right message can 10x conversion. Message market\nfit is as important as product market fit.\n', 'examples': ['Test headlines and value props', 'Use customer language not internal language', 'A/B test continuously', 'Measure comprehension not just clicks']}
• {'name': 'Distribution is Product', 'description': 'How people find you is part of the product. Build distribution\ninto the product itself. Viral loops, integrations, content,\ncommunity. Distribution afterthought means distribution failure.\n', 'examples': ['Design sharing into product', 'Build where customers already are', 'Create content customers want to share', 'Make referrals natural not forced']}

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