Get Different by Mike Michalowicz

Author:Mike Michalowicz [Michalowicz, Mike]
Language: eng
Format: epub
Publisher: Penguin Publishing Group
Published: 2021-09-21T00:00:00+00:00

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While researching Geek Squad for this book, I came upon a 2012 interview Stephens did with Clay Collins.14 I wrote this quote down: “Geek Squad had to stand out, because we couldn’t afford to be in the Yellow pages, we couldn’t afford to have billboards. . . . Everything [was] marketing because we had no money for marketing.” Everything was marketing because they had no money for marketing. I like that. I’d heard Stephens say that the best thing that ever happened to him was not having any money to market his business, and now I understood why.

In that same interview, I read that Stephens viewed their marketing as “one large performance art experiment.” Because I had been doing the Get Different Experiments for months, this was more confirmation that thinking about Get Different marketing as an experiment is the way to cut through the noise of self-judgment. They weren’t afraid to try unconventional stuff to get attention. The Savannah Bananas do out-of-the-box stuff all the time. Me, I’m always doing weird stuff. Just make sure your different stuff, whatever it may be, acts like a beacon in the night for the people you want to serve.

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