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**Your marketing strategy is giving 2019 energy (and not in a good way).**

Remember when you could just build a better product and customers would naturally find you? Yeah, that was cute. Now everyone has AI, everyone's product is "pretty good," and customers are drowning in options.

The internet broke the old rule that "the best product wins." Now the best story wins. 

The most compelling lifestyle. The brand people actually want to be part of.

While you've been optimizing conversion funnels and A/B testing button colors, the companies eating your lunch figured out something way more important: people buy identity, community, and meaning over product specs and features.

Your customers don't want to use your software. They want to become the type of person who uses your software.

**The good news?** Most of your competition is just as confused as you are.

We gave this talk to a room full of VCs last fall (they nodded knowingly while secretly panicking about their portfolio companies). 

Now we're sharing the updated version with the people who actually have to execute this stuff — founders and marketers who need to figure out how to grow without getting steamrolled by AI.

**This is for you if:** You're building something people actually want to buy, you have a marketing budget bigger than "whatever's left after ramen," and you're tired of growth advice from people who haven't run a campaign since TikTok was called Musical.ly.
