News Letter October 8-14

Part 1- Strategy

The street-level marketing style:

Why it works:

Just do something fun in public. Flash mobs, giant party crash-outs, or even a phone release in the Amazon forest—choose your pick!

People love more than just a simple talk in a plain auditorium. Keep it lively, something that triggers people’s RTP (Restriction to Party).

Here’s how to use it:

There isn’t one!

Just do it as you like. But don’t put it in an auditorium; no one wants that. What do these kinds of marketing styles have to do with IKEA or Kit Kat?

Once, IKEA even had a sleepover in one of their stores. Who would shove a piece of furniture in their sleeping bag and leave when they were too busy pranking and partying?

Even KitKat has done this. In Singapore, they created a KitKat-shaped bench and told people to literally take a KitKat—and also a break.

This is just for fun, with no seriousness intended. But remember, it depends on your brand as well. If you’re a candy bar like KitKat, it works perfectly—not so much if you’re a hospital.

So use it wisely.

Part 2- Brand story

The fast-food revolution that changed the world

In the 1930s, Richard and Maurice McDonald ran a small stand in California. By 1948, they scrapped the slow, cluttered menu and invented the Speedee Service System—burgers, fries, shakes, served in under a minute.

The idea exploded. And when milkshake machine salesman Ray Kroc saw it in 1954, he realized it wasn’t just a restaurant—it was a system built to scale.

In 1955, he opened the first franchised McDonald’s in Illinois. Kroc enforced strict consistency—every burger, every store, identical. He also owned the land under each franchise, creating a powerhouse business model.

By 1961, after buying out the brothers, Kroc had full control. What began as a tiny hotdog stand became a global empire, with the golden arches shining in every corner of the world.

PART 3 - Two Good Books

• The Google Story: Tells how Larry Page and Sergey Brin turned a Stanford research project into Google, a tech giant that revolutionized access to information.

• The Founders of PayPal: The Founders: The Story of PayPal and the Entrepreneurs Who Shaped Silicon Valley by Jimmy Soni offers a comprehensive and engaging account of PayPal's origins and the influential figures behind its success.

PART 4 - Two quotes

The biggest risk is not taking any risk.

— Mark Zuckerberg

Power and wealth are not two of my main stakes.

— Ratan Tata

Part 5 - Action of this week

Leverage short-form video content

Create short-form videos (like Reels or TikToks) that highlight your products, share behind-the-scenes content, or provide quick tips. These videos are highly engaging and can significantly increase your reach and engagement on social platforms.