Market Verb Newsletter 20 (Feb 26-Mar 05)

Part 1 — Marketing Tip / Style

Make Enemies

I mean really—what’s the fun if there isn’t any competition?

A market without competitors or “villains” usually means that the market is not exciting, not growing, or simply not selling. The best strategy is to position yourself clearly and give people reasons why you are better. Those reasons can be anything you want—“boring alternatives,” “bad software,” “poor service,” or whatever fits your space.

Just remember the old saying: “Without comparison or competition, you fail.”

Part 2 — Brand Story

The brand Casio was formed in post-war Japan, where Tadao Kashio built simple calculators that could handle both elementary and complex math problems at an affordable price. That same obsession guided him when he started the watch brand as well.

Casio watches were never meant to look luxurious or flashy. Instead, they were designed to be useful, practical, and productive—while perfectly serving the main purpose of a watch: telling time.

Their digital watches and clocks went further. They included timers, alarms, and multiple smart functions that made everyday life easier.

The real breakthrough came with the G-Shock. It was built to survive drops, shocks, and rough everyday use. It instantly earned respect from everyone—soldiers, students, skaters, professionals—you name it!

Even today, while most watch brands chase polished luxury, Casio continues to focus on functionality and reliability.

Iconic. Practical. Productive.

Part 3 — Two Great Books

The Reinventors – by Jason Jennings

A sharp playbook on how bold companies survive and win by constantly reinventing themselves before the market forces them to.

The Innovators –by Walter Isaacson

A powerful human story of how collaboration—not just lone genius—drove the digital revolution from Ada Lovelace to Silicon Valley.

Part 4: Two Great Voices

“Innovation requires at least three things: a great idea, the engineering talent to execute it, and the business savvy to turn it into a successful product.”— Walter Isaacson, president and CEO of the Aspen Institute

“Necessity is not the mother of invention — invention is the mother of necessity.”—Tadao Kashio , founder and first president of Casio Computer Co., Ltd

Part 5 — This Week’s Actionable

For once, try something different—at your own risk! Create a product that is the exact opposite of what you usually release.

Take Tesla, for example. Apart from cars, they sell some of the most unexpected and unhinged items online—bottles, accessories, and quirky merchandise. Why not try something similar?

If your brand already has recognition, it just might click. After all, it’s the market—you never really know!