FBC – 451 – This is bigger than just marketing (please listen)

This is bigger than just marketing (please listen).

Hello Freedom By Choice Tribe,

New tips and hacks for you in this new episode

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Today, I want to talk to you about a subject that's bigger than all of us. It's bigger than life.

I never ask for any favors from you guys, but today I am going to ask you a small favor.

Please take 4 minutes of your time that WILL CHANGE THE WORLD

There is nothing to buy, no pitch no nothing.

Just the truth about the world we leave it and how YOU can make a difference by simply understanding

Thank you in advance for your help

I really appreciate it

,

Here is one of my favorite quotes:

“Risk more than others think is safe. Dream more than others think is practical.”
-Howard Schultz, Starbucks CEO

[Full Disclosure: As an affiliate, I receive compensation if you purchase through my affiliate link.]

Martin Ebongue

Online Entrepreneur & free spirit:

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Your Podcast Host

International Speaker | Podcaster | Free Spirit

Freedom Is A Choice: So choose wisely…

Welcome to the Freedom By Choice Podcast with your one and only hoste Martin. This podcast is reserved for freedom aficionados and entrepreneurs looking to create the lifestyle of their dreams.

In this podcast you will find all the support and answers you need to start, grow and scale a business that gives you the freedom you deserve.

I have compressed years of trials and errors, into easy to consume episodes, to take you from where you are now, to where you want to be.

I would like to talk to you about something very serious and something that's a lot bigger than entrepreneurship. It’s a lot bigger than then marketing, it's about life, and it’s about the world we live in.

So you've probably heard of what happened to a man named George Floyd, who was brutally murdered by policemen in Minneapolis in the US.

If you don't say anything when stuff like this happens, then you're no better than the people who committed these acts. So I usually don't engage in controversy and everything. But this is too close for comfort. It is way too close for comfort.

So the first thing I want to say is, you know, if George Floyd was guilty of anything, he was guilty of being black. The cops were called for a like a forged 20 dollar bill. OK, so we're not talking about, like, a briefcase full of million dollars or something. It's a 20 dollar bill. So they called the cops for this.

And so you can imagine that the cops didn't materialize and teleport there. Which means that the guy was still there around the restaurant or something where he ate and he was still in his car, you know, having a chat with his friends or something.

So what does that tell you? It tells you that if he was actually using fake dollar bills and stuff, he would have fled the scene ages ago. Right. Which means that the guy didn't know. He had no idea.

Let me tell you something, because I will tell you stuff that some of you guys here might not know. And it's not your fault if you don't know.

OK, I'm going to explain why. So the thing is there are millions of fake dollar bills in the US. And if it was a white dude who came in there and paid with a fake dollar bill, no one would have ever checked that it was a fake dollar bill.

So it could happen to you if you're in the U.S., you've probably paid with a fake dollar bill. You had no idea. Nobody checked. Nobody called the cops. Nobody did anything. So in this case, because it was a black dude, they started checking if it was like a hundred dollar bill.

This is when people start checking, but they check that dollar bill, first of all, because he was black. So they call the cops and the guy ends up dead because of one fake twenty dollar bill.

The guy died in horrible, horrible circumstances. The police guy had his knee on his neck for like eight minutes or something. He died for nothing. Nothing.

This is bigger than just marketing (please listen)

And the reason why it really hurts is because, again, as I said, it’s too close for comfort. You have no idea what's going on and people can't blame you. You can't fully blame people for not knowing. The reason is that if you're not the target of these things, then you don't notice them.

People don't realize this, but I cannot even remember the number of time times I have been arrested and stopped by the police when I hadn't done anything. So back when I was in France, I was used to getting stopped by the police for nothing. Just for being black.

I'm going to tell you how hard it is, you know, depending on where you are to be black.

One day I was just going to university. So it was noon. I was walking a pedestrian street right across the road. And I see two people on motorbikes right there. But they had like black helmets and were dressed in black and stuff.

When I was crossing, I saw that they were looking at each other. They nodded something. And then I was walking the pedestrian street. And next thing you know, they left the road and started like chasing me in the pedestrian street with people, like moving like left and right and screaming and stuff, just like in the movies.

They pushed me against the wall and they're police, you know, drop everything, where are you going and blah, blah, blah. So they put me against the wall. And obviously, well, if you're a bystander or you're just walking, you said, oh, look, they caught a drug dealer or something.

I was going to university. I had a briefcase or something to go to school. It was noon. It was broad daylight. So they held me there for like fifteen minutes asking me something like, where are you going, what you're doing and blah, blah. I'm like, dude, I'm going to university. What's your problem?

Well, it turns out that I matched a description, which was an African looking black male. And for this, obviously, that's me. So they had me look like a criminal, like a drug dealer or something.

And then afterwards they just left. It was so humiliating. And the stories can go on and on…..

Frequently Asked Questions

Why is mission bigger than marketing tactics?

Tactics shift every six to twelve months as platforms change, but a clear mission compounds for years. Customers buy products from brands they believe in, not just brands with the best ad copy. A strong mission also makes hiring easier and gives every team decision a built in tiebreaker.

What separates a real brand from a business that just sells stuff?

A real brand has a point of view, a defined enemy, and a promise it will not break, even at the cost of a sale. Businesses that just sell stuff compete on price and disappear when a cheaper option arrives. Brands earn premium pricing because they own a position in the buyer mind.

How do you build a business that lasts beyond a trend?

Build around a problem that has existed for fifty years and will exist for fifty more, then layer modern delivery on top. Trends drive attention, evergreen problems drive cash flow. Audit your offer once per quarter and ask whether it would still matter if today hottest channel disappeared overnight.

What is the biggest mistake new entrepreneurs make with marketing?

They start with channels and tactics before defining who they serve and what they stand for. Without that foundation, every campaign sounds the same as the next ten competitors. Spend the first thirty days defining mission, customer avatar, and one big promise, then plug those into channels.

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This Was Never Really About Marketing

Here is the point of this episode that took me years to actually feel: the tactics were always the smallest part. I spent a long time convinced that a better funnel, a smarter ad, one more marketing trick was the thing standing between me and the life I wanted. It was not. The mechanics matter, but they are downstream of a much bigger question, which is what you are actually building and why. When I finally answered that honestly, the marketing got easier because it finally had something real to serve.

So if you feel stuck, do not reach for another tactic first. Get clear on the business and the freedom you are chasing, and let the marketing follow that. I talk through how I stopped chasing hacks and started building something that lasts on the Freedom by Choice podcast and in my own story. For the outside view, Harvard Business Review has long argued that strategy has to precede execution, and McKinsey keeps finding that clarity of purpose predicts which companies actually grow.