Adam Cochran, Marketing Analyst at Quarry Integrated Communications, explores the powerful marketing messages behind TED presentations by great business minds like Malcom Gladwell, Seth Godin and others. Refine your inbound marketing strategy and brand positioning message with our expert review and favourite takeaways from the TED Marketing Series.

2. INSIGHTS FROM
MARKETING

3. At Quarry we’re always growing, always
looking to the future of our industry and
always learning from its thought leaders.
Here are the lessons we uncovered in
the TED Marketing Series.

4. • Position your product (or service) as
a “Purple Cow” – be different.
• Speak to those with “Otaku” – this is
the passionate group who are listening.
These are your advocates.
• Put the passionate fringe first. Treat them
extraordinarily and know they will help
you to grow!
SETH GODIN:
Get Your Ideas to Spread
See full video here

5. • Cut. Proctor & Gamble found that reducing
offerings increased sales. Cut to build brand
focus and craft expertise.
• Concretization. Be explicit in the impact of
the action. Teach the buyer how their world
will change with a clear message.
• Categorization. Humans naturally
categorize. Understand and leverage those
biases; your competition is already decided.
SHEENA LYENGAR:
How to Make Choosing Easier
See full video here

6. • There is no perfect product,
only perfect products.
• A single product solves different problems
for different groups of problems.
• There are gaps between what people
desire and what we think we desire.
You have to experiment.
MALCOM GLADWELL:
Product Positioning
See full video here

7. • Be a leader, be bold, stand out and
be unafraid to be ridiculed for trying
something new.
• Embrace your first follower (early adopters)
as an equal; he teaches people how to
follow; he turns an individual into a leader.
• Foster the growth of your followers,
as it is their followers who help you
reach your tipping point.
DEREK SIVERS:
How to Start a Movement
See full video here

8. • Force = Mass * Acceleration. The larger a brand,
the more baggage it has, and the harder it is to
shift. Separate brands within a company to focus
on the right message.
• Heisenberg’s Uncertainty Principle. The act of
observing changes the result. Watched customer
feedback isn’t the same as natural observation.
• The Second Law of Thermodynamics. Your brand
will disperse; the control will move into the hands
of the public. Marketing is no longer a monologue.
DAN COBLEY: What Physics
Taught Me about Marketing
See full video here

9. ADAM COCHRAN
Marketing Analyst
acochran@quarry.com
www.quarry.com