Over the course of my career, I learned that the most profitable and successful marketing programs are those that leverage scientific insights about human behavior. After I left my job at Taco Bell, I went to work in a turn-around, and no longer had a big Taco Bell advertising budget. We turned around the business, in part, by leveraging consumers insights that encouraged customers to do the marketing of our business for us.  I went on to launch an early social network, in which we had to convince users to adopt a service that had a network effect, an expression popularized by Bob Metcalfe.  I went to school on network effects and other ways to juice sales without an advertising budget.  I compiled the insights and examples of companies using them and taught them to entrepreneurs in San Francisco. Overtime, I've continued to add to my toolkit , and I'm now summarizing them here.

 

Why a picture book? Because we're awash in data, we connect more emotionally and creatively to pictures than words, and we're more likely to remember an idea when it's attached to a picture. It's a better way to learn.  In the words of one of my Wharton Professors, Jack Siler, "how do you solve this problem? Draw the picture."

 

So if you're an entrepreneur, a creative director, a marketing executive, or even a CEO of an established business and you want more cost effective ways to market your business, this book is for you. Consider it a brainstorm in a book.  Would you like to contribute to the book, and earn a share of the book's profit? Read below.