Nobody RSVPs to an empty party

Lucy is joined (again!) by the brilliant Louise Beaumont, who heads up marketing, comms and design at Invela, to talk about selling something that doesn’t quite exist yet. Because marketing a network is a very different beast to marketing a product. On day one there’s nothing to show, just an empty room and your job is to persuade people to turn up anyway.
Louise explains why early marketing is more like casting a movie than running a campaign, how to spot your early believers (they're the ones asking the sharpest questions) and why ruthless honesty is the only way to keep them. She also introduces the “brain worm”, that one vivid idea that, once it’s in someone’s head, changes how they see the world. Plus, they get into why your playbook won’t survive a new market and how to stop the business panicking when year-one metrics look terrible.
As Louise puts it: “Make sure you’ve got great brain worms and give them time to hatch.”
If you’ve ever had to sell a future rather than a product, this one’s for you.

Music clip by Filo Starquez, Divergence