This is Peter Kafka, the host of channels, the show about what happens when media and tech collide.

And this week I'm talking to Katie Drummond.

Runs WIRE.

She's found a way to breathe new life into that publication by covering news.

We started covering Doge, like several stories a day, every single day.

And after like a week, I sort of looked

around and was like, where is everyone else? That's this week on channels, wherever you listen

to your favorite podcast. Welcome to office hours of Provji. Today we're finishing off our special three-part series, Profji, on Marketing, where we answer questions from business leaders about the biggest marketing challenges and opportunities companies face today. What a thrill! Question number one. Our first question comes from Dan Weil on Instagram. They ask,

What lessons from marketing can the average person use in their day-to-day life?

So the basis of marketing is most people, most people think, okay, how do I find consumers for my product?

The basis of marketing is, all right, how do I create a product

after identifying a market and a need? And so I think essentially, my most popular session in my

course is the brand you, and that is trying to think of yourself as a brand. It just shocks me

how many people spend their entire lives in brand management thinking about every component and touchpoint of a product or service to create

intangible associations or a brand. Brand is emotion. Brand are intangible such that you get

kind of unfair advantage, right? And then they don't think about what their brand is. So think about

what is your market, right? Are you in the market to find a job in accounting

and then think, okay, how do I create a product, me that attracts or is very attractive to

the market of potential employers in accounting? Is it certification? Is it a CFA? Is it the way I dress looking very

orderly? Is it having knowledge, specific knowledge about a very deep niche in accounting?

Is it beginning to create content around accounting such that people notice me? It's figuring out

what is your market, like in the mating market, in the professional market, across the

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