Introducing… PIRATE MARKETING: Why marketing in 2021 has a lot to do with Piracy

I’m not an avid reader, but we all try to read a book or two during summer, don’t we? It was a selection of pirate books and novels for me, from “Treasure Island” to “Pirate Nation”. They inspired me far beyond what I imagined.

I was struck by the similarities between the pirate life and the way we do marketing with our companies at The Secret Company. I truly understood the meaning of Steve Jobs’ quote “It’s more fun to be a pirate than to join the Navy”. Large companies with closed processes and rules, metaphorically the Navy, are much slower to react to change than small startups (pirate ships). What I call pirate marketing is a dynamic way of marketing that responds to ever-changing markets and consumer expectations.

My name is Julian, Co-founder & Head of Growth of the startup studio The Secret Company. We are a crew of serial entrepreneurs, with a pirate mindset, secret co-founders of 10+ startups. Let me introduce you to PIRATE MARKETING.

It took me a while to really understand marketing and the scope of its practice. I used to confuse marketing with a lot of other things, like sales or advertising, which are in fact only small parts of this vast discipline.