Instead of traditional marketing, using obscure channels forces your most dedicated fans to dig for information. This transforms them into evangelists who spread the word to the wider, more passive audience, creating an organic and powerful marketing engine built on scarcity and discovery.

Involve people from outside the marketing team and across different demographics (e.g., Gen Z) in the content ideation process. Their diverse perspectives and awareness of different trends can surface novel ideas that marketing-focused teams might otherwise overlook.

There is a direct correlation between a marketer's genuine excitement for a campaign and its eventual performance. Passion leads to higher quality execution, more interesting ideas, and authenticity that resonates with the market. Teams that are just “punching a clock” will produce mediocre work that fails to break through the noise.

Stop planning creative and media buys simultaneously. Instead, post creative organically first. Then, exclusively allocate media spend to amplify the content that has already demonstrated strong consumer engagement, forcing creative to be effective on its own merit before receiving paid support.

Encourage team members, not just founders or marketers, to build their personal brands by publicly sharing their learnings and journey. This creates an organic, multi-pronged distribution engine that attracts customers, top talent, and investors. It's a highly underrated and cost-effective go-to-market strategy.

To achieve genuine endorsements, brands must trust creators. Instead of providing rigid scripts, give them key message points and the freedom to tell the story in their own voice. This creative liberty results in more authentic advertising that resonates with the creator's audience.

The primary benefit of internal marketing isn't just self-promotion; it's making the marketing team a visible and approachable destination for ideas from across the company. The best campaign concepts often originate from unexpected sources like SDRs or engineers who, because of internal hype, know who to share their insights with.

Don't just hand your champion a perfectly polished soundbite or business case. The act of creating it together—getting their feedback, edits, and "red lines"—is what builds their ownership and conviction. This process ensures they internalize the message and can confidently sell it on your behalf.

Gamma’s founder personally onboarded early influencers, walking them through the product and brainstorming hooks. This investment treats influencers as extensions of the team, not just a media buy, fostering genuine understanding and authentic promotion in their own voice.