For someone who wrote critically against looking for marketing and pricing lessons from unrelated places, I have my own share of articles based on movies, TV shows and story books.
- Cyber Chase (Children’s TV show): If you can play didgeridoo while riding a unicycle and crunch multivariate regression at the same time – Go Brag! Let the world know.
- Fox Tale Soup (Children’s Book): The clever Fox is a great influencer. He starts out by asking for food but was denied any help by the farm animals. After being rejected for his initial request the fox starts with a trivial request …
- Kiki’s Delivery Service: Be it a delivery service on a flying broomstick or a product that will change the way we do XYZ, pricing it cannot be an afterthought – a chore to take care of after the fun part of product development.
- Madagascar: We can’t stop when data fit one hypothesis, data can fit any number of hypotheses. If our initial hypothesis is way off and not based any any prior knowledge, we will make the same mistake as Melman – looking for ways to make Madgascar into San Diego.
- Hotel Rwanda: Paul thinks the cigar is worth more than 10,000 francs not because of his consumer surplus from consuming it but because of the value he can extract from the “rich man” he gifts that to.
- A Dollar for Penny (Children’s Book): The moral from all these lemonade stand stories is that – entrepreneurial success depends on strategic marketing, which is nothing more than segmentation, targeting and positioning.
- Cloudy with a Chance of Meatballs (Children’s Book): The meatballs book applies Mr. Anderson’s argument about marginal cost to physical goods. Abundance of one component simply makes it irrelevant in pricing because a marketer cannot make a value proposition based on that component. The business model shifts to other components that deliver value.
Hopefully I used these more as illustration and not as proof?