Subversive Marketing

How to craft novel go-to-market strategies that give you an unfair advantage and put your competitors on the defensive.
July 10, 2024

How did Farmville go from nowhere to 72 million users in a matter of months? How did Genghis Khan establish the largest land empire in history? Why does Kraft Mac and Cheese sell a million boxes a day? How did New York cab drivers double their average tip values overnight? How did the Chinese government plug a $158M tax loss with a change to receipts?

Each of these companies—and thousands before them—won not because of what they sold, but because of how they brought themselves to market. They subverted the system. Subversive marketing is a skill you can learn—and one that's vital if your startup hopes to compete with big, well-funded incumbents.

Nobody cares about your product unless you make them. To win, you need to spend at least as much time on go-to-market strategy as you do on building your product. But if you're like most founders, your product is your happy place: It's comfortable, predictable, and within your control. So you neglect go-to-market strategy.

This workshop will fix that.

How to Attend

The Subversive Marketing workshop is included in your Startupfest ticket, there is no pre-registration required to attend the workshop. To attend, simply purchase your Startupfest ticket. Please note that seating is limited for this session and available on a first-come, first-served basis to the first 120 registrants.

While there are dozens of books on product innovation, there are precious few on go-to-market innovation. Just Evil Enough pulls out eleven subversive tactics from hundreds of case studies spanning centuries. Packed with frameworks for understanding your market and streamlining your conversion funnels, it's an indispensable tool no founder can do without. We're running the first ever workshop on the topic at Startupfest, exclusively for 120 attendees.

In a packed morning of lessons, real-world examples, round-table collaboration, and hands-on work, you'll build a go-to-market strategy that creates attention and turns it into profitable demand. This workshop will explain:

  • Why it's time to rethink marketing for an attention economy and irrational humans.
  • How novelty and disagreeability are fundamental to subversive thinking.
  • What makes up a modern map of your competitive landscape.
  • Merging, separating, reordering, and delegating steps to disrupt your industry's value chain.
  • Streamlining the long funnel from attention to action.

Led by Startupfest Content Chair, Alistair Croll, who also wrote the bestselling Lean Analytics, this exclusive workshop is a unique opportunity to tackle the biggest challenges of startup marketing using the latest tools and techniques.

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