Source
Stand the Fuck Out
Louis Grenier
Louis Grenier's self-published marketing book, its cover illustrated with a rooster in a purple beret. Source for Episode 235's discussion of his own book-marketing strategy: publicly documenting the roughly 2.5-year writing process, a 249-applicant beta-reader feedback program (see Lu Gal 2011 Advice-vs-Opinion Unity Study, Input Bias (Effort Heuristic)), and openly sharing having lost $36,000 to a previous publisher rather than hiding the setback.
Source for the Kopi Luwak curiosity-ad example (Episode 242). Grenier draws his live coffee-ad demonstration directly from an example already used in the book, reasoning that people buy civet-poop coffee for irrational, curiosity-driven reasons rather than taste (see Nudge Podcast Kopi Luwak Curiosity Ad Recall Test). Also source for the differentiation-vs-distinctiveness distinction and the Danbury Trashers, Dark Horse, and Demo Diva examples (see Radical Differentiation (Minimum Viable Market)).
Discussed in
- Episode 235 — 235-louis-grenier-s-extremely-uncensored-take-on-marketing
- Episode 242 — 242-i-tested-this-marketing-guru-s-advice-was-it-a-waste-of-time