Jun 15, 2026 · 1 hr 33 min · 12 segments
"Marketing is not about making people want things. It's about making things people want." Tune in for an insightful discussion on marketing, AI, consumer psychology, branding, leadership, innovation…
Giuseppe StiglianoGuest
Shekhar NatarajanHost
... um, someone told me something that changed my understanding and my life.
One, which is one of my lines, marketing is not about making people want things.
It's not about an entrepreneur somewhere waking up in the morning and say, "What else can we make and sell?" Or, "My gut feeling, this, this is gonna work." And then, "Oh, let's call the marketing folks so that they can making people want things." No.
Especially today in a saturated world where supply exceeds demand by far, you need a marketer who is the one in charge of knowing and understanding the market, sharing his perspective or her perspective with the entrepreneur or being the entrepreneur themselves, and say, "I've perceived this, this l- lack of offer.
I've perceived this opportunity to do something in a different way thanks to AI, or to...
Let's work together and come up with an idea." So the, the, the marketing guru, let's call it, is someone who understands demand, and then works together with the tech genius, let's call it tech for a while, uh, for, for now, or whatever other skill, to develop a better, whatever better means, way to answer that question.
So the question is not what else can we make and sell? Is what else can we do for the customer? Whatever the customer is, it can be B2B, B2C.
You're not adding noise so that you need marketers to cut through the noise to sell something to someone.
So it's not about making people want things, it's about making things people want.
... um, someone told me something that changed my understanding and my life.
One, which is one of my lines, marketing is not about making people want things.
It's not about an entrepreneur somewhere waking up in the morning and say, "What else can we make and sell?" Or, "My gut feeling, this, this is gonna work." And then, "Oh, let's call the marketing folks so that they can making people want things." No.
Especially today in a saturated world where supply exceeds demand by far, you need a marketer who is the one in charge of knowing and understanding the market, sharing his perspective or her perspective with the entrepreneur or being the entrepreneur themselves, and say, "I've perceived this, this l- lack of offer.
I've perceived this opportunity to do something in a different way thanks to AI, or to...
Let's work together and come up with an idea." So the, the, the marketing guru, let's call it, is someone who understands demand, and then works together with the tech genius, let's call it tech for a while, uh, for, for now, or whatever other skill, to develop a better, whatever better means, way to answer that question.
So the question is not what else can we make and sell? Is what else can we do for the customer? Whatever the customer is, it can be B2B, B2C.
You're not adding noise so that you need marketers to cut through the noise to sell something to someone.
So it's not about making people want things, it's about making things people want.
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3 of 14
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