To truly leapfrog our thinking, our perspectives, and even our marketing game, we don’t need to reinvent the wheel.
Instead, we can tap into the minds of the greats who’ve already cracked the code.
We can take their wisdom, dissect it, and apply it directly to our own business strategies.
In the latest edition of Vik’s MIX (Marketing Insights Exchange) Newsletter #32, I’m diving deep into the groundbreaking ideas of Nobel laureate Daniel Kahneman and Silicon Valley legend Guy Kawasaki.
These giants didn’t just build businesses—they shaped industries.
Let’s see how we can leverage their time-tested approaches in our business and marketing.
Turning Customers Into Brand Evangelist
What The Heck Is Marketing Mix Modelling
How Brain Absorbs Your Marketing
Turning Customers Into Brand Evangelist
Ever heard of a guy who didn’t just promote products but created die-hard communities around them? That’s Guy Kawasaki for you.
As Apple’s Chief Evangelist during the Macintosh era, Kawasaki didn’t just market; he inspired a movement. His secret? Evangelism marketing—a strategy so powerful it turns users into vocal advocates who can’t stop singing your brand’s praises.
Let’s break it down with some juicy examples and insights.
The Power of Belief: Turning Users into Advocates
Evangelism marketing isn’t just about selling products; it’s about creating believers. Kawasaki’s genius with the Macintosh wasn’t just showing off a sleek design.
He presented it as a creative revolution—a tool for artists, writers, and thinkers to change the world. This emotional connection made users feel they were part of something bigger. And they talked about it, a lot.
Look at Canva, where Kawasaki later worked as Chief Evangelist. By simplifying graphic design for non-designers, Canva empowered its users. These users didn’t just use the tool—they told their friends, started tutorials, and created content that spread like wildfire.
Demos that Wow
Kawasaki believed in showing, not just telling. At Apple, he gave live demos where he’d use MacPaint and MacWrite to demonstrate the Mac’s potential. Seeing was believing.
Think about Tesla’s Cybertruck launch (despite its window mishap). The live demo didn’t just showcase the truck—it sparked conversations and cemented Tesla as a bold innovator.
The Mission Over the Product
People don’t just buy what you make; they buy why you make it. Kawasaki sold the idea of “thinking different” before selling computers. This higher purpose created deep emotional ties with customers.
Patagonia follows this playbook by championing sustainability and ethical consumerism. Its customers aren’t just buying jackets—they’re supporting a mission. That kind of loyalty is hard to break.
Be Real and Relatable
Kawasaki often emphasized honesty in evangelism. He’d openly admit if a product wasn’t the right fit for someone. This authenticity built trust, which is rare and invaluable in marketing.
Zappos is another brand that thrives on this. With free returns and stellar customer service, they put customer happiness above sales, earning legions of loyal fans.
Leverage Social Relationships
Kawasaki’s “schmoozing” philosophy was all about building genuine connections. Whether it was through face-to-face chats or online forums, creating personal ties amplified the reach of his ideas.
Think of brands like Glossier, which grew through influencers and real customers sharing their stories. This kind of grassroots advocacy can outperform the flashiest ad campaigns.
What’s the Heck is Marketing Mix Modeling (MMM)?
Imagine trying to figure out why your cake turned out perfect. Was it the butter? The eggs? The secret pinch of salt? That’s kind of what Marketing Mix Modeling (MMM) does for your business.
It helps you understand what’s really driving your sales and what’s just window dressing.
It’s been around for decades, first used by big consumer brands in the 1990s, but now it’s the go-to strategy for businesses of all shapes and sizes. Why? Because knowing what works—and what doesn’t—is pure gold.
Source: Mass-Analytics
How MMM Works (Without the Nerdy Stuff)
Here’s how MMM breaks it down:
Gather All the Good Stuff: First, you collect data—sales numbers, ad spend, seasonal trends, even stuff like what your competition is up to. Basically, you grab every piece of the puzzle you can find.
Pick Your Ingredients: Next, you choose which variables to study. These could be your TV ads, social media campaigns, discounts, or even external factors like inflation or weather.
Build the Model: Then comes the math part (don’t worry, someone else does it). Using formulas—usually regression analysis—you connect the dots between your inputs (like ad spend) and the output (sales).
Crunch the Numbers: Your model spits out insights. For example, “That YouTube campaign? It crushed it. But that print ad? Total snooze-fest.” Metrics like ROI and efficiency reveal what’s paying off and what’s not.
Run Scenarios: Finally, you can play around with “what if” situations. Like, “What happens if you double the budget for Instagram ads next quarter?” It’s like having a crystal ball, but way more accurate.
Why MMM Matters in 2025
Marketing today is like navigating a maze in the dark. There are endless platforms, shifting trends, and tighter budgets. MMM cuts through the noise and answers your big questions.
It Makes Sense of Chaos: With digital channels multiplying like rabbits and customer behavior constantly changing, MMM shows you how all the moving parts fit together.
It’s All About Bang for Your Buck: Every dollar counts, especially when your marketing budget is under the microscope. MMM ensures your money’s going where it can do the most damage (in a good way).
It Keeps You Sharp: Markets change fast. MMM keeps you agile, ready to adjust to economic slumps or a sneaky competitor move.
No More Guessing Games: Decisions are based on data, not hunches. It’s like swapping your dartboard for a GPS.
How Brain Absorbs Your Marketing?
Have you ever wondered why some ads grab you instantly, while others barely register? Or why you’ll sometimes make decisions without even thinking about it, and other times, you’ll deliberate for hours?
Daniel Kahneman’s book Thinking, Fast and Slow dives deep into how we think and make decisions. And for marketers, this is a goldmine.
By understanding the two systems of thought—System 1 (fast, automatic) and System 2 (slow, deliberate)—you can craft campaigns that connect with consumers on a deeper level.
Tap Into the Power of System 1
System 1 thinking is fast and instinctual. It’s the “gut feeling” you get when you see an ad or hear a catchy jingle. Marketers can use this to their advantage by creating campaigns that trigger emotional responses.
Think of Nike’s Just Do It slogan. It doesn’t just sell shoes; it sells inspiration, an emotional connection that gets people to act quickly. This is System 1 at work—making decisions based on feelings and instincts, not logic.
Leverage Cognitive Biases
Kahneman explores how our minds can be biased. These biases can be goldmines for marketers. Take loss aversion, for example. People are more motivated by the fear of losing something than the desire to gain something.
Marketers like Amazon use this all the time—those “Only 2 left in stock” notifications play on that fear and push you to make a quicker purchase. By understanding how biases work, you can craft messages that resonate more deeply and influence behavior.
Timing Is Everything
Effective marketing isn’t just about what you say, but when you say it. Kahneman’s insights show that people make fast decisions in certain situations, like when they’re stressed or distracted.
This is the perfect time for quick, emotional appeals. Think about how fast food chains target people during the lunch rush, when they’re already in a hurry and need a fast, comforting decision.
Balancing Fast and Slow Thinking
For products that require more thought, like big-ticket purchases, you need to engage System 2—the slow, thoughtful side.
This is where you provide detailed information and logical reasons to choose your brand.
Think about car commercials: they often highlight safety features, fuel efficiency, and long-term value—appealing to consumers who are making a rational decision.
By understanding how people think, you can craft marketing messages that resonate on a deeper level.
Whether you’re using emotional appeals for quick decisions or providing detailed information for thoughtful purchases, Kahneman’s Thinking, Fast and Slow gives you the tools to engage both sides of the brain.
And when you do that, your marketing will not only capture attention—it will stick.
Well, that's a wrap for this edition #32 of Vik's M.I.X (Marketing Insights Exchange).
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If we haven’t met, my name is Vikramsinh Ghatge.
I help B2B companies use the most effective marketing strategies to grow and expand without spending an arm and a leg.
I’ve spent over a decade setting up marketing systems—from content creation to building lead pipelines and driving demand generation. Now, I’m excited to integrate AI to enhance our collaboration, aiming to share richer insights and foster creative synergy.
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