Marketing
Every marketing lesson we've published, and the skills, shows, and books behind them. Start anywhere.
What you'll learn
Competitive Strategy
When you can't win the game as it's played, change the game.
1 lesson →Positioning
The slot you own in the buyer's mind — and how to claim it.
4 lessons →Category Leadership
Own the category so completely that buyers can't name a competitor.
1 lesson →Reframing Constraints
When a limit kills your old pitch, make the limit the advantage.
1 lesson →Unique Selling Proposition
Own one claim the competition can't or won't make.
1 lesson →Emotional Branding
People buy the feeling. Features are just how they justify it afterward.
1 lesson →Storytelling
The oldest persuasion tool — a story people already want to believe.
1 lesson →The Marketing lessons
Change the Thing You're Selling
Two small ad agencies walk into a Detroit bar the night before pitching Chevy. Both know they're going to lose. So they stop competing — and do something that changes the whole contest.
Own the Category
London Fog once sold 81% of America's raincoats. Roger Sterling explained why in three words — and accidentally defined what winning at positioning actually looks like.
Turn Limitations into Opportunities
Lucky Strike could no longer claim cigarettes were safe. Don did not argue with the ban. He sold "It's toasted."
Find the USP
Belle Jolie wanted the ad to brag about how many lipstick colors they had. Don sold "Mark Your Man" — and told the client their feature plan had already made them No. 4.
Sell the Feeling
Kodak walked in with a slide projector called the Wheel. Don sold a time machine called the Carousel — and the room cried.
Featured shows
Read next
Good Strategy Bad Strategy
Richard Rumelt
Made to Stick: Why Some Ideas Survive and Others Die
Chip Heath and Dan Heath
A Beautiful Constraint
Adam Morgan & Mark Barden
Blue Ocean Strategy
W. Chan Kim & Renée Mauborgne
Reality in Advertising
Rosser Reeves
Positioning: The Battle for Your Mind
Al Ries and Jack Trout
All Marketers Are Liars
Seth Godin
Contagious
Jonah Berger
One lesson. Every week.
Five minutes, one great show, and a real business book you can actually use. No AI slop. No 300-page slog.