Extrospective Logic

What is the science behind every success story? What lessons can be learned from every failure? Why do some people made their mark on recent decades while others have gone unnoticed? Why some deceased artists continue to sell? How on the earth do they manage to sell even more than living artists?

What do Google, Ikea, Uber, Facebook, Rituals have in common? What is their superpower? Why do some people beg to buy some brands? Why do you never see Tesla ads, even tough the company is dominating the electric vehicle sector?

Before defining The Extrospective Logic, you need to know what it definitely is not. The Exstrospective Logic Thinking can't be defined without teeling you about how current companies are doing. And they are not doing well which brings us to theses observations.

1 - Most Companies do not Respect Their Customers

How many times have you thought:

• Damn it! This company doesn't even care about me, even tough I pay them every month.
• I'm here to buy and I've been waiting for about 25 minutes now, no one has come to help me.
• I ordered a hamburger without onions but they gave me a fish burger with a measly salad.

Don't take my words for it, buddy. Check this out 👇. You'll find plenty of cases like this on the internet.

That's the sad reality. Most businesses don't care about their customers. But they love to brag on social media about the quality of their customer service. They post BS content to draw attention on to the fact that they have the "best" product or service in the world. At the same time, they cut their on R&D (Research and Development) budget and selling crappy products.

Here is a good one I witnessed a few years ago.

At the time, I was working at a leading advertising agency. We had a meeting with a major client who sells dairy products. The meeting was about the launch of a new dairy product. To give you some context, they had launched a similar product a few years ago. I had seen the ad when they were promoting it. Here is our conversation:

• Me: I think you already sell a similar product.
• Client: Yes, but it's no longer distributed.
• Me: Well. What's the main difference between this new product and the previous one?
• Client: _... (radio silence, then they exchange glances). _
• Me: Perhaps the ingredients?
• Client: Yes, these new ingredients are better.
• Me: Thinking about it... I said to myself: They treat their customers like idiots.

If you're wondering how to stand out from that company? Super simple, show respect to your Direct Financial Backers aka your customers.

Relax, buddy! I will give a step-by-step strategy in this playbook.

2 - The "Make Money First" syndrome

I'm not here to judge weither making money at all cost is good or bad. The fact is you can make money by doing good things or by doing bad things. The choice is yours.

But the harsh truth is it's way easier to make money the uggly way.
Yep! Read that again.

The uggly secret you don't know about that uggly way of making money is it never last.

When a company already spend a bunch of money creating a product, they're willing to sell it at all cost. Even though the market doesn't want it.

But marketers said that if your marketing is good, you can sell anything. After all the marketing math "The Rule of 7" says that potential customers need to hear or see your message at least seven times before they make a purchase.

7 times ? Damn it! Could this be considered Marketing Harassment ?

Buddy, I said I'm not here to judge.

The fact is that companies prioritize profit over their customer's needs. We can't blame only marketers when CEOs, CFOs, CCOs, Sales Directors and others put pressure on the marketing team due to low sales. Marketing managers must find solutions to bring in the money as soon as possible.

3 - The "Zero Value-Added" value

What is the main difference between Samsung, Huawei, Xiaomi, OnePlus and others? Do you really see a difference between all those phones running on Google Androïd operating system?

Honestly? I mean... honestly 😁 ?

Hell no! There is no difference. Those brands sell you the same items in different colors, created by the same designer. They all have the same specifications. Zero added value.

Here is how clients try to make purchase decision.

• Client (comparing): This Androïd phone from brand A can do X. This Androïd phone from brand B can do X too.
• Client: So which one would you recommend to buy?

In such a situation, the seller will either recommend you to buy the most expensive one or the better fee generator one. Do you now know understand why I said earlier that companies don't respect their customer?

Even big brands fall into the trend trap. They jump from market to market for the sake of opportunities. They don't even mind to provide value.

Oh! The smartphone market is still growing, let's make some money there. Even if we get less than 1% of the market, it still money.

They will create the same product like others and promote it.

• Our phone takes better photos 15 megapixels. 👉 Zero Value-Added value.
• Our phone has a larger screen size. 👉 Zero Value-Added value.
• Our phone uses AI. 👉 Zero Value-Added value.

You have a similar situation with new "artists" that are far away from what does artist really meant.

In conclusion, selfish companies that prioritize profit at the expense of customers and that value the "Zero Value-Added" have severed their ties with their customers.

What is the Extrospective Logic?

Most businesses fail because their decisions start in the wrong place.

They start inside.

• Inside opinions.
• Inside assumptions.
• Inside roadmaps.
• Inside rooms where the market is not present.

Most marketing failure is not caused by lack of effort, but by starting from the wrong reference point.

Marketing fails because it is designed inside-out, disconnected from how buyers actually think, decide and speak.

Extrospective Logic is a way of thinking that begins with market reality, not brand opinion. So companies earn relevance before they ask for attention. A discipline grounded in the outside world. A system that transposes market reality into a different future.

Not louder
Not faster
Aligned

The first step of the Extrospective Logic thinking is to find your Eternal Quest.