Kotler Quotes

Marketing is a race without a finishing line

Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.

When people say that animal rescuers are crazy, what they really mean is that animal rescuers share a number of fundamental beliefs that makes them easy to marginalize. Among those is the belief that Rene Descartes was a jackass.

If we are hunting the highest version of ourselves, then we need to turn work into play and not the other way round. Unless we invert this equation, much of our capacity for intrinsic motivation starts to shut down. We lose touch with our passion and become less than what we could be and that feeling never really goes away.

When risk is a challenge, fear becomes a compass—literally pointing people in the direction they need to go next

The art of marketing is largely the art of brand building. When something is not a brand, it will be probably be viewed as a commodity.

A good company offers excellent products and services. A great company also offers excellent products and services but also strives to make the world a better place.

As children we are taught not to play with fire, not how to play with fire.

To really achieve anything, you have to be able to tolerate and enjoy risk. It has to become a challenge to look forward to. In all fields, to make exceptional discoveries you need risk—you’re just never going to have a breakthrough without it.

Over the past 60 years, marketing has moved from being product-centric (Marketing 1.0) to being consumer-centric (Marketing 2.0). Today we see marketing as transforming once again in response to the new dynamics in the environment. We see companies expanding their focus from products to consumers to humankind issues. Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity and where profitability is balanced with corporate responsibility.

Answer me!'Shouted Lieutenant Kotler. 'Did you steal something from that fridge?' 'No, sir. He gave it to me,'said Shmuel, tears welling up in his eyes as he throw a sideways glance at Bruno. 'He's my friend,'he added.

The great civil rights leader Howard Thurman once said, “Don’t ask what the world needs. Ask what makes you come alive. Because what the world needs most is more people who have come alive.

The reasons there are so many clichés about universes inside of dewdrops is because there are universes inside of dewdrops.

Flow starts when we say yes to the fight.

Tell me what you value and I might believe you,” management guru Peter Drucker once said, “but show me your calendar and your bank statement, and I’ll show you what you really value.

It was even odds that the thing I was the most afraid of didn't actually exist at all.

In an environment of turbulent change, as de Geus famously wrote: “The ability to learn faster than your competitors is the only sustainable competitive advantage.

mindset impacts emotion, which alters biology, which increases performance. Thus, it seemed, by tinkering with mindset—using everything from physical to psychological to pharmacological interventions—one could significantly enhance performance.

Most people live in a very restricted circle of their potential being. They make use of a very small portion of their possible consciousness, and of their soul’s resources in general, much like a man who, out of his whole organism, should get into a habit of using and moving only his little finger.

It is a capital mistake to theorize before one has data.—Sir Arthur Conan Doyle

Once danger becomes its own reward, risk moves from a threat to be avoided to a challenge to be risen toward.

We are the ones that we’ve been waiting for. — ALICE WALKER

The ability to learn faster than your competitors is the only sustainable competitive advantage.

Creatives fail and the really good ones fail often.

Tell me what you value and I might believe you,” management guru Peter Drucker once said, “but show me your calendar and your bank statement, and I’ll show you what you really value.” So

Motivation is what gets you into this game; learning is what helps you continue to play; creativity is how you steer; and flow is how you turbo-boost the results beyond all rational standards and reasonable expectations.

This is what the self-help books don’t tell you. Fully alive and deeply committed is a risky business. Once you strip away the platitudes, a life of passion and purpose will always cost, as T. S. Eliot reminds us, “Not less than everything.

The best advertising is done by satisfied customers.

No company in its right mind tries to sell to everyone.

If you want to trigger flow, the challenge should be 4 percent greater than the skills.

Where–if anywhere–do our actual limits lie?

When free from the confines of our normal identity, we are able to look at life, and the often repetitive stories we tell about it, with fresh eyes. Come Monday morning, we may still clamber back into the monkey suits of our everyday roles—parent, spouse, employee, boss, neighbor—but, by then, we know they're just costumes with zippers.

the failure of language.” “It’s a creative destruction. Out of that failure comes culture. Out of culture comes desire. Out of desire come products.

if we do not change our direction,we are likely to end up where we are headed

But the easiest way to live in the moment is to put yourself in a situation where there’s no other choice.

From a quality-of-life perspective, psychologists have found that the people who have the most flow in their lives are the happiest people on earth.

Flow is more than an optimal state of consciousness—one where we feel our best and perform our best—it also appears to be the only practical answer to the question: What is the meaning of life? Flow is what makes life worth living.

And the dark night of flow is an issue that society has not made particularly easy to handle. How many people have stopped playing guitar, writing poetry, or painting watercolors—activities packed with flow triggers—because these are also activities that do not squarely fit into culturally acceptable responsibility categories like “career” or “children”? How many, now grown up and done with childish things, have put away the surfboard, the skateboard, the whatever? How many have made the mistake of conflating the value of the vehicle that leads us to an experience (the surfboard, etc.) with the value of the experience itself (the flow state)?

What all this means is that learning the impossible is possible augments our ability to see ourselves doing the impossible, which triggers a systemic change in the body and the brain, which closes the gap between fantasy and reality. It also makes us significantly more flow prone.

George Loewenstein of Carnegie Mellon provides one of the simplest definitions of curiosity: the feeling of deprivation that comes from an information gap between what we know and what we want to know. Separately,

Since flow is a fluid action state, making better decisions isn’t enough: we also have to act on those decisions. The problem is fear, which stands between us and all actions. Yet our fears are grounded in self, time, and space. With our sense of self out of the way we are liberated from doubt and insecurity. With time gone, there is no yesterday to regret or tomorrow to worry about. And when our sense of space disappears, so do physical consequences. But when all three vanish at once, something far more incredible occurs: our fear of death—that most fundamental of all fears—can no longer exist. Simply put: if you’re infinite and atemporal, you cannot die.

THIS REVOLUTION IS FOR DISPLAY PURPOSES ONLY.

Today’s economic landscape is being shaped by two powerful forces—technology and globalization.

It was a silly time to try to make a living out of words, but it was a silly time in general.

Sooner or later, there’s always a Jaws: a mental hurdle we can’t clear, a decision too dangerous to attack head on. In those situations, sideways is forward.

Danny Way explains: “It’s either find the zone or suffer the consequences—there’s no other choice available.

In the internet world, we know the f-factors: followers, fans, and friends.

In Lovelock's view the earth was a 'super-organism,' a cybernetic feedback system that 'seeks an optimal physical and chemical environment for life on this planet.' At the suggestion of his neighbor, author and screenwriter William Goldman, he called the system Gaia after the ancient Greek Earth goddess.

If you’re interested in mastery,” says University of Cambridge, England, neuropsychologist Barbara Sahakian, “you have to learn this lesson. To really achieve anything, you have to be able to tolerate and enjoy risk. It has to become a challenge to look forward to. In all fields, to make exceptional discoveries you need risk—you’re just never going to have a breakthrough without it.

Scientists who study human motivation have lately learned that after basic survival needs have been met, the combination of autonomy (the desire to direct your own life), mastery (the desire to learn, explore, and be creative), and purpose (the desire to matter, to contribute to the world) are our most powerful intrinsic drivers—the three things that motivate us most. All three are deeply woven through the fabric of flow.

I didn’t come from a religious background. Growing up, everything was proof-driven. If you couldn’t see it, couldn’t experience it, it didn’t exist. But I’ve had experiences that bitch-slapped me out of this lower-order mentality. My need for proof—I’ve been given it. Now, if you want to tell me that God doesn’t exist, well, now you have to prove that to me.

The happiest people on earth worked hard for their fulfillment. They didn’t just have the most peak experiences, they had devoted their lives to having these experiences, often, as Csikszentmihalyi explained in his 1996 book Creativity, going to extreme lengths to seek them out: It was clear from talking to them, that what kept them motivated was the quality of the experience they felt when they were involved with the activity. The feeling didn’t come when they were relaxing, when they were taking drugs or alcohol, or when they were consuming the expensive privileges of wealth. Rather, it often involved painful, risky, difficult activities that stretched the person’s capacity and involved an element of novelty and discovery.

If you’re interested in being your best, your inner monologue needs to support the best you want to be. In fact, when it comes to sustained performance, because doubt and disappointment are constant companions, controlling your thoughts is often the ball game.

During a peak experience,” Maslow explained, “the individual experiences an expansion of self, a sense of unity, and meaningfulness in life. The experience lingers in one’s consciousness and gives a sense of purpose, integration, self-determination and empathy.

The second is trickier: the person who knows what to do next is the leader. We’re entirely nonhierarchical in that way. But in a combat environment, when split seconds make all the difference, there’s no time for second-guessing. When someone steps up to become the new leader, everyone, immediately, automatically, moves with him. It’s the only way we win.

You can’t scrub everything,” says Lorenzo. “Information gets what it wants, and it wants to be free.

Flirting has to be the original form of guerrilla marketing, from back before markets even existed.

Rilke knew what was up. Live the questions now. Perhaps you will gradually, without noticing it, one distant day, live right into the answer. What’s truer than that...

Emoticons as a new class of oversignifying precision grammar.

Treat fear like a playmate,” suggests Ulmer. “This transforms the emotion from a problem to be solved into a resource to be savored.

Neurons that fire together wire together.

We pay to watch, read, or be in the presence of a flow experience. If quantified, you’d find it’s a major chunk of the GDP.

If we are hunting the highest version of ourselves, then we need to turn work into play and not the other way round.

The happiest people on earth worked hard for their fulfillment. They didn’t just have the most peak experiences, they had devoted their lives to having these experiences, often,

Most of our fears and most of our anxieties don’t exist in the present

The road of excess leads to the palace of wisdom,”24 William Blake

What looks inevitable in hindsight is often invisible with foresight.

It is not often that Death is told so clearly to fuck off.

It was clear from talking to them, that what kept them motivated was the quality of the experience they felt when they were involved with the activity. The feeling didn’t come when they were relaxing, when they were taking drugs or alcohol, or when they were consuming the expensive privileges of wealth. Rather, it often involved painful, risky, difficult activities that stretched the person’s capacity and involved an element of novelty and discovery.

brainwaves slow from agitated beta to daydreamy alpha and deeper theta. Neurochemically, stress chemicals like norepinephrine and cortisol are replaced by performance-enhancing, pleasure-producing compounds such as dopamine, endorphins, anandamide, serotonin, and oxytocin.

This is a very important point. Flow carries within it delicious possibility. In the state, we are aligned with our core passion and, because of flow’s incredible impact on performance, expressing that passion to our utmost. Under normal conditions (playing chess, writing a report), this is empowering.

To those human beings who are of any concern to me, I wish suffering, desolation, sickness, ill-treatment, indignities. . . . I wish them the only thing that can prove today whether one is worth anything or not—that one endures.

Temple University sports psychologist Michael Sachs, who made an extensive study of these states, summed this up nicely: “Every gold medal or world championship that’s ever been won, most likely, we now know, there’s a flow state behind the victory.

How many people have stopped playing guitar, writing poetry, or painting watercolors—activities packed with flow triggers—because these are also activities that do not squarely fit into culturally acceptable responsibility categories like “career” or “children”?

Every good athlete can find the flow,” continues Pastrana, “but it’s what you do with it that makes you great. If you consistently use that state to do the impossible, you get confident in your ability to do the impossible. You begin to expect it. That’s why we’re seeing so much progression in action sports today. It’s the natural result of a whole lot of people starting to expect the impossible.

Words are just bits of information, but language is the full code. It’s wired into every stage of meaning-making, from basic emotions all the way up to abstract thought. Once you can speak a language, you can feel in that language. It’s automatic. It creates empathy.

The value decade is upon us. If you can’t sell a top-quality product at the world’s lowest price, you’re going to be out of the game . . . the best way to hold your customers is to constantly figure out how to give them more for less.—Jack Welch, Chairman, General Electric

Shifting culture requires a confluence of inciting incidents. Something directional that leads to a tribal fracturing and reknitting. Often shows up in language first. In music. Fashion. It can feel a little like hope.” He points at the images. “This doesn’t feel like hope.

After three decades of research, Zimbardo found that the healthiest, happiest, highest performers blend the best of both worlds. The optimal time perspective combines the energy, joy, and openness of Presents, with the strength, fortitude, and long-term vision of the Futures.

promoters, who recommend the brand; passives, who are neutral; and detractors, who are unlikely to recommend the brand. The Net Promoter Score is measured by the percentage of promoters subtracted from the percentage of detractors. The key argument is that the ill effect of negative word of mouth reduces the good effect of positive word of mouth.

Buckminster Fuller said don’t try to change human behavior. It’s s a waste of time. Evolution doesn’t mess around; the patterns are too deep. Fuller said go after the tools. Better tools lead to better people. Arctic doesn’t develop products. We may cultivate them, occasionally, in our own particular way, but our business is change. Significant change.

With the prefrontal cortex down-regulated, most impulse control mechanisms go offline too. For people who aren't used to this combination, the results can be expensive.

Not only is the distracted present a miserable place to be, it’s also the worst kind of self-handicapping. Study after study shows that we’re terrible multitaskers. By trying to improve performance by being everywhere and everywhen, we end up nowhere and never. The sad truth is that our lives are pulling us in every direction save the one where we’re most effective.

In making purchase decisions, customers are essentially influenced by three factors. First, they are influenced by marketing communications in various media such as television ads, print ads, and public relations. Second, they are persuaded by the opinions of their friends and family. Third, they also have personal knowledge and an attitude about certain brands based on past experiences.

Botox studies pointed in the opposite direction. Somehow, changes in the body—freezing the face with a neurotoxin—were producing changes in the mind: the ability to feel sadness or empathy. The horse appeared to be steering the rider. And we now know why. Our facial expressions are hardwired5 into our emotions: we can’t have one without the other. Botox lessens depression because it prevents us from making sad faces. But it also dampens our connection to those around us because we feel empathy by mimicking each other’s facial expressions. With Botox, mimicry becomes impossible, so we feel almost nothing at all.

Applying this idea in our daily life means breaking tasks into bite-size chunks and setting goals accordingly. A writer, for example, is better off trying to pen three great paragraphs at a time—the equivalent of moving through Mandy-Rae’s kick cycles—rather than attempting one great chapter. Think challenging, yet manageable—just enough stimulation to shortcut attention into the now, not enough stress to pull you back out again.

Abraham Maslow once famously said,22 “When all you’ve got is a hammer, every problem looks like a nail.” What he meant was, when it comes to problem-solving, we tend to get locked into using familiar tools in expected ways.

Random conversations about brands are now more credible than targeted advertising campaigns. Social circles have become the main source of influence, overtaking external marketing communications and even personal preference. Customers tend to follow the lead of their peers when deciding which brand to choose. It is as if customers were protecting themselves from false brand claims and campaign trickeries by using their social circles to build a fortress.

This automatic feedback is another reason extreme athletes have found flow so frequently, but what if we’re interested in pulling this trigger without help from the laws of physics? No mystery here. Tighten feedback loops. Put mechanisms in place so attention doesn’t have to wander. Ask for more input. How much input? Well, forget quarterly reviews. Think daily reviews. Studies have found that in professions with less direct feedback loops—stock analysis, psychiatry, and medicine—even the best get worse over time.

The early researchers described em-tracking as a hardware upgrade for the nervous system, maybe the result of a genetic shift, possibly a fast adaptation, Studies revealed an assortment of cognitive improvements: acute perceptual sensitivity, rapid data acquisition, high speed pattern recognition. The biggest change was in future prediction. Normally, the human brain is a selfish prognosticator, built to trace an individual’s path into the future. The em-tracker’s brain offers a wider oracle, capable of following a whole culture’s path into the future.

His em-tracking machinery is driven by words more than images, but that’s only his make and model. Empathy is related to intuition, and intuition is individually customized, tuned to dominant talents. Chefs need tastes, painters images. His experience is biblical: It starts with logos.

As CNN recently reported: “A decade of research in the business world proves happiness raises nearly every business and educational outcome: raising sales by 37 percent, productivity by 31 percent, and accuracy on tasks by 19 percent, as well as a myriad of health and quality-of-life improvements.

Experiencing the selflessness, timelessness, effortlessness, and richness of nonordinary states of consciousness can accelerate learning, facilitate healing, and provide measurable impact in our lives and work. But we have to revise or tactics and upend convention to make the most of those advantages.

Ecstatic technology isn't limited to silicon chips and display screens. As John Lilly's early research established, it's the knowledge of how to tweak the knobs and levers in our brain. When we get it right, it produces those invaluable sensations of selflessness, timelessness, effortlessness, and richness.

[T]he self “is not an unmitigated blessing,”6 writes Duke University psychologist Mark Leary in his aptly titled book, The Curse of the Self. “It is single-handedly responsible for many, if not most of the problems that human beings face as individuals and as a species . . . [and] conjures up a great deal of personal suffering in the form of depression, anxiety, anger, jealousy, and other negative emotions.” When you think about the billion-dollar industries that underpin the Altered States Economy, isn’t this what they’re built for? To shut off the self. To give us a few moments of relief from the voice in our heads.

Negative demand — Consumers dislike the product and may even pay to avoid it. Nonexistent demand — Consumers may be unaware of or uninterested in the product. Latent demand — Consumers may share a strong need that cannot be satisfied by an existing product. Declining demand — Consumers begin to buy the product less frequently or not at all. Irregular demand — Consumer purchases vary on a seasonal, monthly, weekly, daily, or even hourly basis. Full demand — Consumers are adequately buying all products put into the marketplace. Overfull demand — More consumers would like to buy the product than can be satisfied. Unwholesome demand — Consumers may be attracted to

This is the portrait of the future customers—connected yet distracted. A survey by the National Center for Biotechnological Information shows that the average human attention span has dropped from 12 seconds in 2000 to 8 seconds in 2013. This can be attributed to the massive and overwhelming volume of messages that constantly bombard our connected mobile devices and demand instant attention.

Zimbardo’s Stanford colleagues Jennifer Aaker and Melanie Rudd found that an experience of timelessness is so powerful it shapes behavior. In a series of experiments, subjects who tasted even a brief moment of timelessness “felt they had more time available, were less impatient, more willing to volunteer to help others, more strongly preferred experiences over material products, and experienced a greater boost in life satisfaction.

In fact, we’re not smart and we have bodies—we’re smart because we have bodies.7 The heart has about 40,000 neurons that play a central role in shaping emotion, perception, and decision making. The stomach and intestines complete this network, containing more than 500 million nerve cells, 100 million neurons, 30 different neurotransmitters, and 90 percent of the body’s supply of serotonin (one of the major neurochemicals responsible for mood and well-being). This “second brain,” as scientists have dubbed it, lends some empirical support to the persistent notion of gut instinct.

Flow is an extremely potent response to external events and requires an extraordinary set of signals. The process includes dopamine, which does more than tune signal-to-noise ratios. Emotionally, we feel dopamine as engagement, excitement, creativity, and a desire to investigate and make meaning out of the world. Evolutionarily, it serves a similar function. Human beings are hardwired for exploration, hardwired to push the envelope: dopamine is largely responsible for that wiring. This neurochemical is released whenever we take a risk or encounter something novel. It rewards exploratory behavior. It also helps us survive that behavior. By increasing attention, information flow, and pattern recognition in the brain, and heart rate, blood pressure, and muscle firing timing in the body, dopamine serves as a formidable skill-booster as well. Norepinephrine provides another boost. In the body, it speeds up heart rate, muscle tension, and respiration, and triggers glucose release so we have more energy. In the brain, norepinephrine increases arousal, attention, neural efficiency, and emotional control. In flow, it keeps us locked on target, holding distractions at bay. And as a pleasure-inducer, if dopamine’s drug analog is cocaine, norepinephrine’s is speed, which means this enhancement comes with a hell of a high. Endorphins, our third flow conspirator, also come with a hell of a high. These natural “endogenous” (meaning naturally internal to the body) opiates relieve pain and produce pleasure much like “exogenous” (externally added to the body) opiates like heroin. Potent too. The most commonly produced endorphin is 100 times more powerful than medical morphine. The next neurotransmitter is anandamide, which takes its name from the Sanskrit word for “bliss”—and for good reason. Anandamide is an endogenous cannabinoid, and similarly feels like the psychoactive effect found in marijuana. Known to show up in exercise-induced flow states (and suspected in other kinds), this chemical elevates mood, relieves pain, dilates blood vessels and bronchial tubes (aiding respiration), and amplifies lateral thinking (our ability to link disparate ideas together). More critically, anandamide also inhibits our ability to feel fear, even, possibly, according to research done at Duke, facilitates the extinction of long-term fear memories. Lastly, at the tail end of a flow state, it also appears (more research needs to be done) that the brain releases serotonin, the neurochemical now associated with SSRIs like Prozac. “It’s a molecule involved in helping people cope with adversity,” Oxford University’s Philip Cowen told the New York Times, “to not lose it, to keep going and try to sort everything out.” In flow, serotonin is partly responsible for the afterglow effect, and thus the cause of some confusion. “A lot of people associate serotonin directly with flow,” says high performance psychologist Michael Gervais, “but that’s backward. By the time the serotonin has arrived the state has already happened. It’s a signal things are coming to an end, not just beginning.” These five chemicals are flow’s mighty cocktail. Alone, each packs a punch, together a wallop.