October 7, 2024 • 10min

Breakthrough Lesson: RIP To Old-School Marketing

Pattern Breakers

In this episode of the Pattern Breakers podcast, host Mike Maples Jr. explores how innovative startups break away from traditional marketing approaches to build movements around their products and visions. He uses the example of Nils Hoveven and his company Mentava to illustrate key principles of pattern-breaking marketing and communication strategies.

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Key Takeaways

Pattern breaking startups don't follow traditional marketing playbooks. Instead of trying to capture market share, they ignite movements where they rise to the top uncontested.
Founders must speak boldly and directly to their audience, rather than relying on traditional PR or media gatekeepers to shape their narrative.
Communication is a key responsibility of the founder. No one else has the same passion, vision, and commitment to lead the movement.
Pattern breakers master the narrative by turning their audience into a tribe of believers in a shared future vision.
Having the right "enemies" or critics can actually strengthen your movement and rally your supporters.
Be prepared to seize unexpected viral moments by having a clear mission and values that allow you to act swiftly when opportunities arise.

Introduction

In this episode of the Pattern Breakers podcast, host Mike Maples Jr. explores how innovative startups break away from traditional marketing approaches to build movements around their products and visions. He uses the example of Nils Hoveven and his company Mentava to illustrate key principles of pattern-breaking marketing and communication strategies.

Topics Discussed

The Limitations of Traditional PR for Pattern Breakers (02:26)

Old model of relying on press gatekeepers is outdated. Social media and direct channels have made traditional press less relevant.
Playing it safe with watered-down messaging is a mistake. To stand out, founders must speak boldly with conviction.
Example of Mentava's bold claim: Teaching 2-year-olds to read at kindergarten level rattled norms but got attention.

Mike emphasizes that pattern breakers need to make noise and not back down when challenged. Watered-down messaging approved by committee won't cut through the noise.

Communication as the Founder's Key Responsibility (04:26)

Founders can no longer stay in the background. They must be at the forefront of communication.
No one is better suited to lead the movement than the founder. They have the passion, vision, and commitment.
It's not about being polished, but being real and authentic.

Mike argues that founders need to take an active role in communicating their vision and standing up for their company when challenges arise. He cites Nils Hoveven's approach with Mentava as an example of a founder effectively launching not just a product, but a stand against mediocrity in education.

Mastering the Narrative and Building a Tribe (04:26)

Turn your audience into a tribe of believers in a shared future vision.
Define your own tribe, don't just latch onto existing groups or causes.
Also define the "out-group" that embodies everything wrong with the status quo.
Link the known (current problems) to the unknown (your vision of the future).

Mike explains how Mentava effectively built a tribe around parents wanting educational excellence for their children. They positioned themselves against those who "lower standards in the name of equity." This tribal approach rallies supporters more passionately around the cause.

Finding Your Foil and Embracing Controversy (06:27)

Identify an "enemy" that represents what's broken in the current system.
The right kind of critics can actually strengthen your movement.
"Being controversial isn't a risk to avoid. It's a strength to embrace."

Mike argues that having the right opponents can make your story stronger in the eyes of your supporters. He cites how Mentava's critics actually fueled engagement and interest in their approach.

Building a Clear, Founder-Driven Narrative (08:27)

Tell a clear, honest story directly from the founder to early believers.
Show your audience what's broken in the present, then paint a radically different future vision.
Have specific "villains" ready who represent everything wrong with the status quo.

Mike emphasizes that while this approach carries risks, playing it safe is even riskier for pattern-breaking startups. He encourages founders to build their own platforms and form strong bonds with early believers.

Being Ready for Unexpected Opportunities (08:27)

The perfect moment may come when you least expect it.
Having a clear mission and values prepares you to act swiftly when opportunities arise.
Clarity and conviction become your compass in unexpected, powerful moments.

Mike concludes by highlighting how Mentava's launch teaches the importance of being prepared to seize unexpected viral moments. While having a plan is important, startups need the agility to pivot when opportunities present themselves.

Conclusion

Pattern-breaking startups require a fundamentally different approach to marketing and communication. Rather than relying on traditional PR or trying to capture market share, they need to ignite movements led by passionate founders. By speaking boldly, building tribes of believers, and embracing the right kind of controversy, these startups can rise to the top uncontested. The key is having a clear mission, strong values, and the agility to seize unexpected opportunities when they arise.

Mike Maples Jr. encourages founders to go beyond conventional boundaries in their thinking and actions. By daring to be different and leading with conviction, pattern-breaking startups have the potential to make a true difference in the world.