The Forgotten Art of Building Marketing: Why Your Next Big Win Might Be Hidden in Plain Sight

In my upcoming book, I'm diving deep into a marketing strategy that shaped the 90s music industry but remains remarkably relevant today. I call it "Building Marketing" - and it might just change how you think about influence.

Today I went into this at the LA Marketers Forum on a talk moderated by Parisa Rose you can watch video link here (36:47 to 53:55 is my specific part where I unpack more about Marketing Inside The Building). (S/O To The The Los Angeles Tribune Moe Rock? Ava V. Manuel Alisha Magnus-Louis Michael Silvers Jason Antalek

Here's the thing: We're all obsessed with external marketing. Social media. PR. Advertising. But what if I told you that some of the most powerful marketing happens within the buildings where decisions are made?

Let me share some real stories from my time in the industry:

• Kanye West was known for spending hours at the Def Jam Building playing his demo for anyone who would listen. He did the same thing at recording studios, understanding that influence spreads from within.
• 50 Cent (Curtis Jackson) used to sit in my office all day and listen to me make calls and slip in his demo in between my call breaks. That's not just persistence that's understanding where decisions really happen.
• Here's a missed opportunity I've always regretted: Daymond John used to call my office every day about a new brand called FUBU. He knew that having his clothes on my artists at the time (Fugees, Destiny's Child, Nas, Lauryn Hill, Da Brat) could be his breakthrough. I never returned those calls - a decision I've regretted ever since!

Think about it:

• Every organization has three key audiences: the consumer, the industry gatekeepers, and "the building" itself
• That assistant humming your product's name in the elevator? More valuable than a thousand ads
• Those informal lunch conversations between departments? They're shaping buying decisions before they even reach the boardroom

In the 90s music industry, we discovered that getting a record to the top wasn't just about radio plays or MTV - it was about making sure everyone in the building, from the mailroom to the executive suite, felt connected to its success.

The same principle applies whether you're:

• Launching a new product
• Pitching to enterprise clients
• Building a startup
• Scaling your influence

The truth is, real influence doesn't start with boardroom presentations. It starts with understanding the invisible networks within organizations the human ecosystem that can amplify your message from the inside out. And in today's world, taking your product to adjacent industries to build buzz isn't just important - it's becoming essential.

Want to learn more about how Building Marketing can transform your approach? My book dives deep into the strategy, psychology, and practical applications of this overlooked technique. Stay tuned there's much more to come.

#Marketing #BusinessStrategy #Leadership #Innovation #NetworkedInfluence #MarketingStrategy