A short YouTube monologue (Nate Tilley) arguing for value-based marketing: firms are compensated as a share of the value they create, so marketers should provide value to everyone (including prospects), not only paying customers. The speaker's core advice is to "leave your prospects better than when you found them" and treat advertising itself as valuable content that builds goodwill.
I'm a firm believer is that you're compensated by a percentage of the value creation that you provide into your market. And if the only value that you provide to your market is to people that you convert into customers, you're never going to be able to add as much value as me, because I'm adding value to everyone, even my prospects. And then I get a percentage of that goodwill that I create. Basically, the whole premise of value based marketing as a concept is to leave your prospects better than when you found them and to make sure that your, your advertising in itself is of. Course.
