Episode

Just evil enough: Subversive marketing strategies for startups | Alistair Croll

Alistair Croll, author, advisor, and multi-time founder known for the book Lean Analytics, discusses his new book Just Evil Enough, co-written with Emily Ross, about using loopholes and subversive go-to-market tactics rather than conventional growth playbooks. He walks through examples like Netflix repurposing the postal service and Burger King's guerrilla marketing, and outlines eleven recurring tactics (including bug-into-feature, buyer upgrade, and reframing) for finding a startup's own unfair distribution advantage.