Rules

1. Speak like a human.
   None of this cis prin bin bada bing ish.
    
2. Never tell me the odds.
   We're here to generate ideas, not squash them. "Dream big and you may never wake up." - Snoop Dogg
    
3. Occam's razor
    
4. Utilitarianism

Papa Elon

"Spend less time on finance, spend less time in conference rooms, less time on PowerPoint and more time just trying to make your product as amazing as possible. Be an absolute perfectionist about the product you make or the services provided. If you don’t love it, don’t expect others will, either."

Welcome to Imaginationland

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peace of mind

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Think of products as potions

Product Imaginationland
(Cont'd)

• Where do we excel?
• Where do we need to get better?
• Who is taking our business?
• What do the product owners look like?
• Biggest opportunity?
• Movie tagline?

Goal evolution

- Named Mr. Olympia 7 times, beating out the Incredible Hulk
- Became a famous action movie hero despite the fact that nobody could understand him
- Marries a Kennedy
- Runs for and becomes governor of a state he can't even pronounce

Developing Goals

For each product or service, think about:

- Short and long-term

- Members vs non-members

- Promotion, awareness, member enrichment

- What does success look like?
- What are the biggest barriers to achieving the goal?

- Market anticipations

Next steps

Marketing refines your goals, groups them into categories, recommends campaigns, timelines, targets, channels, etc., to answer the question, "How can this goal be most effectively achieved?"