Market Verb Newsletter 14 (Jan 08-15)

Part 1 — Marketing Tip / Style

Instead of being loud, noisy, and, well, unprofessional, you should be the exact opposite—vice versa, we may say. The main idea is to be silent and have an interest-seeking manner.

Whenever someone sees your brand—or in some cases, “brands”—they must feel a certain aura about it. A certain interest. A certain silence. A certain courage.

Part 2 — Brand Story

Sport for all!

It all began with a simple yet powerful idea. In 1976, Michel Leclercq, alongside six close associates, believed that sport should never be a luxury. It should be accessible, affordable, and welcoming to everyone—not just professionals or elites.

From a small store in France, driven by passion rather than prestige, Leclercq and his team imagined a place where anyone could discover, try, and fall in love with sport. No unnecessary markups. No intimidating jargon. Just smart, well-designed equipment made for real people who actually play the sport.

What followed were years of hands-on innovation—engineers testing products on tracks, fields, trails, and water; designers becoming athletes themselves. Decathlon didn’t just sell brands—it created its own, each born from deep understanding and real-world use.

Today, Decathlon stands as a global movement, not just a retailer.

A brand built on the quiet courage to believe that sport can change lives—and that everyone, everywhere, deserves a chance to play.

Part 3 — Two Great Books

The Art of Spending Money — John R. Paul

Spend deliberately on what truly adds value and joy, not on what status or habit quietly bullies you into buying.

Deep Work — Cal Newport: 

The ability to focus deeply, without distraction, is the ultimate competitive advantage in a world addicted to noise.

Part 4: Two Great Voices

“Clarity about what matters provides clarity about what does not.” — Cal Newport

  “Do the right thing, and do it right.” — Tony Chen (Founder of OPPO)

Part 5 — This Week’s Actionable

Use numbers!

This week, instead of saying “we create our videos insanely fast” or “our product is loved by many,” use a definitive number: “we create our videos in 30 minutes” or “our product is loved by 43.456 million people worldwide.”

It builds trust and a certain “out-of-the-box” appeal.