Earn It: Unconventional Strategies for Brave Marketers

Stand out from the crowd to find your unique audience

In a world where content is everywhere, consumer attention is a valuable commodity. Every marketer, creator, and communication professional is vying to get eyes on their brand. But the old marketing techniques--paying for ad space and trying to pop up on the ＂right＂ platforms--aren’t cutting it to get the attention you require to grow your business. If this sounds familiar, you need to shake up your process and start earning the attention you’re asking for.

In Earn It, entrepreneur and innovator Steve Pratt delivers his forward-thinking approach with passion and humour to help you see why your marketing strategy needs to be as unique as your business. Drawing on his own expertise as well as insights from other leading experts in creativity, marketing, and media, Steve outlines the reasons you need to abandon the status-quo and get creative. He warns that there is no shortcut and no hack, but if you’re ready to do the work and find the sweet spot between your Commitment and Creative Bravery then your audience is waiting.

The strategies in this book may surprise you. The thinking and the techniques are unconventional. But if you embrace them, you will change the way you market your brand and your business, creating value for your consumers and reaping the benefits.

Steve Pratt is the co-founder of the Department of Differentiation, a secretive consulting firm providing Competitive Differentiation Strategy(TM) (CDS(TM)) to brands, executives, and entrepreneurs.

In addition to his clandestine endeavours, Steve co-founded the world’s first and leading branded podcast agency, Pacific Content. Honoured as one of Entrepreneur’s 100 Brilliant Companies, Pacific Content collaborates with top global brands to deliver business outcomes through original content, including Ford Motor Company, BMW, NYT, Dell Technologies, Facebook, Rocket Mortgage, Slack, Shopify, Zendesk, Morgan Stanley, Charles Schwab, Prudential, Adobe, and Atlassian. Pacific Content was started from scratch with no investment in 2014 and was sold to Rogers Communications in 2019.

Prior to embarking on his entrepreneurship journey, Steve was the Director of Digital Audio at the Canadian Broadcasting Corporation (CBC), where he ran an innovation lab, launched one of the world’s first legal music podcasts in 2005, and grew a highly engaged online community at CBC Radio 3.

Steve originally learned how to earn attention by producing television, working in genres ranging from music to children’s programming and entertainment journalism to local news.

Steve lives in Vancouver with his wife, Debbie, and three kids, Cedar, Dawson, and Charlotte.