Laura Busche ‘s book is based on the Lean StartupTM principles and is titled; Lean Branding (Lean (O’Reilly)). It is part 
of the Lean Startup series of books by O’Reilly. I found her perception of marketing very aligned with mine and at the very start of the podcast asked her to differentiate her way of thinking versus the more traditional ways.
Related Podcast and Transcription: Branding Your Startup
Joe: It’s very much different than what we’d say a Kotler book on marketing or the more traditional marketing branding books.
Laura: I’ve read the Kotler books. They are actually…it’s how you start, so principles of marketing, marketing management, all these concepts. The real challenge for me was to bring these concepts to a level where anyone can use them to grow their startups. So it’s more of a tactical book, I’d like to think of it as a handbook. It has more than 100 tactics, it has case studies, examples, templates, checklists, all the kind of thing that you want to have when you’re just getting started and it’s definitely not the kind of book that’s here to introduce complicated theories, it’s rather here to show you how they can be applied. It’s also different from your traditional marketing book because I’m bringing in some insights from design; I’m bringing in some insights from psychology which is my background. I’m a business major and then I did some design management work and now I’m doing research in psychology, so it’s bringing together all of these disciplines and I like to think that that’s exactly what entrepreneurs need to use these tactics.
Joe: Well I think you bring some interesting concepts there because so much of marketing today is influencing behaviors that’s let’s say in changing behavioral pattern to develop some sustainability, some use in the product anymore.
Laura: Exactly. Marketing is so influenced by consumer psychology, it’s almost entirely an application of consumer behavior principles but there’s also some interesting things happening from the design end. Designers are starting to use more agile research methods, so rather than just doing all these old focused groups that nobody seems to like or use anymore, it’s becoming this environment where we can explore with ethnography, and we can do interviews, and we can discover consumers that way and it’s just so interesting and that’s one of the largest principles behind the book.
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