Why every business should pivot towards the creator economy

Improve your storefront, not your sales pitch

Photo by Artem Gavrysh on Unsplash

The most impactful marketing class I ever had was brand management.

I came into that class not knowing anything about marketing. The little opinion that I did have was that marketing was all about using human psychology to manipulate people into buying stuff they didn’t need.

But everyone on campus was raving about that class, so I went ahead and took it to see what the fuss was all about.

And my mind was blown. My perception of marketing and branding totally changed.

Branding (and marketing in general), if done well, is about communicating the value you bring to people.

Let’s say a hairdresser sets up shop. She wouldn’t think of opening her store on the 18th floor of a residential building with no signs pointing towards her shop, right ?

She would choose to open her shop in a high foot traffic area, with transparent windows so people can peek inside and get a feel for the store and see if they want to have their hair cut by her.

Well, that’s marketing right there. The hairdresser isn’t standing on the sidewalk convincing people to come in. This would be hardcore sales. She’s going about her…