Marketers should create temporary, high-energy events rather than long-term, low-engagement communities. A time-bound "24-hour vault unlock" or a 30-day pop-up group generates urgency and a fear of missing out, driving significant participation that permanent online spaces often fail to sustain, even in "boring" industries.

Enterprise leaders aren't motivated by solving small, specific problems. Founders succeed by "vision casting"—selling a future state or opportunity that gives the buyer a competitive edge ("alpha"). This excites them enough to champion a deal internally.

After a sales pitch to a major influencer failed, a 10X engineer built a working version of the proposed app in just four hours. Putting the functional product directly in the influencer's hands immediately vaulted 10X back to the top of their list, demonstrating that rapid AI-enabled prototyping is a powerful sales tool.

To secure a critical partnership with Beyond Meat after another deal collapsed, Emma Hernan didn't use traditional channels. She systematically reached out to every account Beyond Meat followed on social media, correctly assuming this network contained employees or close connections, and successfully landed the deal.

Don't dismiss the success of celebrity brands as unattainable. Instead, analyze the core mechanism: massive 'free reach' and 'memory generation.' The takeaway isn't to hire a celebrity, but to find your own creative ways to generate a similar level of organic attention and build a tribe around your brand.

Securing executive buy-in is its own sales stage, distinct from champion agreement. Don't just repeat the demo for the boss. Use executive-level tactics like reference calls with their peers, exec-to-exec meetings to build relationships, or roadmap presentations to sell the long-term vision and partnership.

Mentalist Oz Perlman landed more airtime on CNBC than any CEO by tailoring his performance to the network's world: stocks, bonds, and markets. By making his craft relevant to their audience's interests, he became indispensable. To capture attention, obsessively focus on the other person's context and needs.

Even B2B firms can capitalize on fastvertising when they unexpectedly enter the public conversation. The company Astronomer, after its executives were part of a viral 'Kiss Cam' moment, created a clever ad with Gwyneth Paltrow to explain what their business actually does.