Saying “Everyone’s wrong” is a very hard business.

That was exactly what Dr. Burry said to Bankers when he was about to bet against the housing market:

“Based on prevailing sentiment of the market, the big banks, and popular culture, yes, it’s a foolish investment. But everyone’s wrong.”

“Prevailing sentiment and popular culture” are two dangerous gauges. Which has brought us poverty, demolitions, wars, overpopulation, and eventually maybe a catastrophic climate collapse.

I read this once:

Bet against the consensus and be right that is fucking awesome!

Indeed it is. I hope we do that more often.

If you assign someone not qualified to do positioning for your brand, most likely you will lose your marketplace.

And that unlike money is irreversible.

Because, make no mistake, positioning is a one-shot business.

The ability to draw a grid and to say “Hey, those brands are all there and we will stay here!” requires unique insight, keen talent, and bulk experience.

Choose wisely.

Celebrating a leader 18 times per year is not about remembering is about ratification.

Deprivation for acceptance tho is a glimpse of failed implementation.

What is the alternative?

Comprehension and improvement.

These two terms will lead you to the proper implementation.

Eventually, you will stop repeating celebrations and you will start to remember instead of seeking endorsements.

Happy Republic Day.

How can Apple sell 4 pcs of plastic wheels for 700$?

How marketing makes that possible?

Well. It’s not marketing. It’s a cult.

In 1978 pastor of an apocalyptic cult Jim Jones lead his 900 followers to commit mass suicide by drinking cyanide-laced. In 2018 in South Korea cult founder Shin Ok Ju ordered their followers to beat each other unmercifully to evict the demons.

Cults are influenced by personal feelings and opinions but not facts. Reasons without facts withers rationality. Then you can price the iPhone SE (With a 4.7” retina display and A13 mobile chip and 4K capable cameras and Touch ID and all those other incredible tech features) 300$ cheaper than 4 regular wheels.

Marketing looks for attention to develop trust. You certainly will get attention by beating your followers but you won’t earn trust.

Selling 4 wheels for 700$ just does that.

Once Jung said: Man cannot stand a meaningless life.

Because meaning is about acting. Hence mass marketer has to pursue the meaning.

That’s what Jobs did. That’s exactly what Elon is doing.

You don’t buy products, you buy meanings.

There is a sign for the exit and for the entrance and they work.

We do follow mandatory instruction signs.

Behavioral instructions tho are tricky.

Signs like “Wash Your Hands Please” may not recompense.

Because behavior is not about instruction is about education.

Education on the other hand requires a lot more than signs.

Turkish breakfast is about laying out all elements separately with almost a zero effort.

That is an easy thing to do.

Symphonizing pieces to create a unique recipe tho requires time, hard work, experience and talent.

The same goes to your features.

You may have the courage but performing it without respect may be a useless tool.

Integrity, self-awareness, empathy, creativity, etc. are all good features but not by their own account.

If you like to lead to a particular outcome you should harmonize those pieces.

And that is what you need to chase.

You have been served.

There are 11.154 known bird species and 1.646 of them are endangered.

We possess this information because…

Yes, science works but most importantly because ‘enthusiast’ is out there for us.

Enthusiasts for birds, enthusiasts for trees, enthusiasts for ants…

Enthusiasm is about cause, object, and pursuit.

Enthusiast is frequent, stubborn, and ardent.

We need them.

Theoretically, there is no difference between moto courier and racer.

Except the level.

One is inexpert and the other is pro.

Levels nevertheless are hard to be conjectured when they are seen from afar.

The gap betwixt inexpert and pro is truly understood only by a pro.

What most disappoints some on the way to pro is a lack of understanding that levels exist. Simply being able to ride a motorcycle won’t give you the ability to race.

Basics is where you start and unlike common belief, the start isn’t half the battle.

Most of the time the start is just a level colt.

Capitalism unconditionally allows us to try new ideas. That’s a good thing.

But also doesn’t prevent us from copying each other’s content.

Well, that is the source of extravagance.

When you will try new (usually copied) ideas try it better not the same.

Because the ‘same’ is about ‘reproducing’ and the resources we have aren’t infinite.

Third of the world’s food is being wasted. Because most of our ventures are replications.

Henri Alen, a chef at Ultima restaurant in Finland did the opposite. Check his so-called Zero Waste Restaurant here.