Lean was made popular by Japanese manufacturing to create a culture of excellence through a culture of constant small improvements. In general, lean is defined as "a way to do more and more with less and less - less human effort, less equipment, less time, and less space - while coming closer and closer to providing customers with exactly what they want."When it comes to marketing, lean means:<ul><li class="ql-align-justify">defining value from the customer's viewpoint</li><li class="ql-align-justify">continuous improvement in how value is delivered</li><li class="ql-align-justify">eliminating the use of resources that don't contribute value</li><li class="ql-align-justify">producing what's needed only when it's needed</li></ul>

Lean Marketing

A common entrepreneurial mistake is building a product first and then seeking a market - what is commonly known as “a solution in search of a problem.” Instead, reverse the process:<ul><li class="ql-align-justify">Identify and understand your market deeply.</li><li class="ql-align-justify">Create products or services designed specifically for that audience.</li></ul>This shift ensures you are creating “stuff for your people,” not trying to force “people for your stuff.”

Stuff for Your People, Not People for Your Stuff

A brand is the personality of a business. It is the accumulated goodwill your company has built over the years.You do this by delivering a world-class customer experience, building strong intellectual property, and ensuring that marketing is helpful, entertaining, and valuable. The logo and colors are the least important parts in the branding process.Sell, offer value beyond the charged amount. Repeat ... that's how brand value accumulates.

Selling: The Best Way to Build a Brand

All buying behavior into 7 fundamental human desires. Understanding these can sharpen your marketing messaging:<ol><li class="ql-align-justify">Money and wealth</li><li class="ql-align-justify">Time and convenience</li><li class="ql-align-justify">Sex and mating</li><li class="ql-align-justify">Status, fame, and approval</li><li class="ql-align-justify">Safety, peace of mind, and basic needs</li><li class="ql-align-justify">Leisure, entertainment, and play</li><li class="ql-align-justify">Freedom</li></ol>All successful offers tie back to one or more of these core drivers.

The Seven Core Human Drivers Behind All Purchases

Allan Dib highlights an apparent paradox in marketing: it’s both easy and hard. Marketing is “easy” in the sense that it follows proven frameworks & anyone willing to follow the process can achieve consistent results. It doesn’t require genius-level creativity to work effectively. However, it’s also “hard” because achieving these results demands discipline, persistence, and the willingness to do the work most people avoid. Dabbling or approaching marketing half-heartedly will likely lead to failure. Dib underscores this mindset by asking: “Do you wanna be right or rich?”

Marketing is easy but not simple

Simon Sinek is a famous business speaker who emphatically repeats “People don’t buy what you do. They buy why you do it.” This is very seductive because your organization can change its “why” after a one-day offsite. Changing what you sell and whom you sell to is a lot harder.In practice “starting with why” looks like revisionist history than deliberate strategy. It is made to sound good and it ignores the real whys:<ul><li>Jobs </li><li>Creates wealth </li><li>Drive the economy forward </li><li>A good life for shareholders and their family etc..</li></ul>No fancy words needed. The most noble purpose of your business is to make a profit.

Don't start with Why

Much of modern marketing is “pollution”—efforts that annoy customers and create negative externalities. Instead, marketing should uplift the audience and elevate the neighborhood:<ul><li>Marketing starts with ads but extends through onboarding, product use, and communication.</li><li>Companies should develop a “value map” to ensure value is delivered at every stage.</li><li>Marketing isn’t a side function—it is the primary function of any business because it drives value creation and customer engagement.</li></ul>

Marketing as Value Creation, Not Pollution

"Your marketing should be so valuable that your target market would pay you to receive it."

A very short book. Some ideas in the beginning were pretty cool. The tactics were super basic.

Bigger Results with Less Marketing You keep being told to do more marketing—more complex, more aggressive, and more expensive marketing. Chasing the latest bright, shiny object is exhausting. Increased efforts keep leading to disappointment. The overwhelm for entrepreneurs, marketers, and business leaders is real. There’s a better way. The lean movement has transformed manufacturing and is now revolutionizing marketing. Small, medium, and large businesses are getting bigger and better results with less marketing. In this book, you’ll discover: ● Why many existing marketing techniques have stopped working and what to do instead. ● The exact tools and tactics you need to build a devastatingly effective marketing system. ● How to win with a simple, structured, and systemized approach rather than failing with random acts of marketing. ● How to pivot from bloated, ineffective, and wasteful marketing activities to ones that compel prospects to take action. ● How to create a strong product-market fit so that your target market intensely desires what you have to offer. ● How to do marketing you’ll be proud of that works without hype, scams, or pressure. ● How to build a strong brand that creates goodwill and attracts ideal customers. Lean Marketing is a follow-up to the international bestselling phenomenon, The 1-Page Marketing Plan. Stop trying to outshout the other guy. Stop blunt-force conventional marketing tactics that annoy, interrupt, and repel. Stop wasting time with theoretical claptrap that doesn’t work in the real world. Get immediate traction by implementing lean marketing.

ALLAN DIB

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