The speaker (David Jenyns) defines leverage as getting a bigger impact from a smaller input and previews three primary sources of marketing leverage: tools, assets, and processes. The clip serves as an introduction, framing how marketers can amplify results (money, time, energy) by focusing on these three areas.
Leverage is when you get a bigger impact for a smaller input. So if I put one unit of whatever in money, time, energy, whatever, and I get more than one unit out, that's leverage at work. And so from a marketing perspective, there are three major things that are going to give you big leverage. There are tools, there are assets, which we just spoke about, and then there are process.
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