My Holiday Bucket List. The Subtle Art of Unmarketing

My Holiday Bucket List. The Subtle Art of Unmarketing

The holiday season is here, and as always, there’s magic in the air!

It’s that time of year when everything feels a little brighter, cozier, and just plain special.

Time may fly by, but the memories? They’ll stay with us for a long, long time.

Everyone celebrates in their own way.

But no matter how we celebrate, we all have a bucket list close to our hearts—a list of things we dream of experiencing during this time of year.

So, I did a little research and put together a Holiday Bucket List of things most of us wish to cross off at some point in our lives.

1. Spend Christmas in a Winter Wonderland

Visit destinations known for their snowy landscapes like Aspen, Colorado, or Lapland, Finland, where we can enjoy skiing and snowboarding.

2. Attend a Christmas Market

Explore local or international Christmas markets, like those in Germany or Austria, and enjoy festive foods, handmade crafts, and holiday cheer.

3. See the Northern Lights

Witnessing the magical Northern Lights in locations like Iceland or Norway.

4. Travel to Iconic Holiday Destinations

Planning a trip to famous holiday destinations such as New York City to see the Rockefeller Center Christmas Tree or Disneyland for its festive celebrations.

5. Experience New Year’s Eve Celebrations

Attend major New Year’s Eve events like Times Square in New York City or fireworks displays in Sydney, Australia.

6. Take a Festive Road Trip

Plan a road trip to explore nearby towns and cities decorated for the holidays, enjoying local festivities along the way.

7. Enjoying the best Pies, Cookies, and Cakes in the world

Travelling to Paris and visiting places like Ladurée, Pierre Hermé or Dominique Ansel Bakery to relish the best macarons and pastries in the world.

I’m literally going crazy just reading that list!

I really hope we all get to check off at least one (or maybe even a few) of these bucket list items soon!

Now, after making you dream of all those amazing places, it's tough coming back to today’s edition, but hey—I promise I’ll do my best to make it worth your time!

One thing I’ve learned over the years is that if you really want to take a big leap from where you are to where you want to be, learn everything you can—and as fast as you can—from the giants. Study the masters like your career depends on it.

Your creativity and unique ideas will shine through when you master the fundamentals these giants swear by.

One such marketer everyone in business should study is Steve Jobs.

So, in edition #34 of MIX Vik’s (Marketing Insights Exchange) Newsletter, I’m diving into a bit of Steve Jobs’ marketing magic.

Since this is the holiday season and many people enjoy reading during this time, I’m also sharing a must-read book on marketing, including some of its core insights.

And sandwiched in between, there’s a short piece on a big problem that breaks the marketing and sales efforts of many companies.

So here it is what I’ve for you.

• How Steve Jobs Made You Fall in Love with Apple 

• Stop sales and marketing from being frenemies.

• The Subtle Art of Unmarketing 

Let’s go.

How Steve Jobs Made You Fall in Love with Apple 

Ever wonder why you get butterflies when you see a sleek new Apple product? That’s not an accident. Steve Jobs had a knack for making you feel something every time you heard the word "Apple." He wasn’t just selling gadgets—he was selling a dream, a lifestyle, a vibe.

Here’s how the master did it:

1. Tugging at Heartstrings

Jobs didn’t just sell products; he sold emotions. Campaigns like “Think Different” weren’t about computers—they were about celebrating rebels and visionaries. By linking Apple with legends like Einstein and Gandhi, Jobs made you believe buying a Mac was like joining a club for creative geniuses. Emotional marketing? Nailed it.

2. Showcasing the Sweat

Ever heard him talk about how much effort went into an Apple product? He’d drop lines like, “It took us years to perfect this.” That’s the labor illusion at work. When you know someone has put their heart and soul into something, it feels more valuable—like you’re holding a masterpiece, not just another gadget.

3. Riding the Halo Effect

Jobs was a pro at branding Apple as the shiny beacon of cool. He made it so when you thought “Apple,” you didn’t just think tech—you thought innovation, creativity, and genius. And because you associated all that good stuff with the brand, every Apple product got an instant boost. iPod? Cool. iPhone? Cooler.

4. Keeping It Simple

Complexity was his enemy. Whether it was the design of an iPhone or the message in an ad, Jobs kept it simple. You didn’t need a manual to get what Apple was about. “It just works” wasn’t just a slogan—it was a promise. And boy, did that promise stick.

5. Building the Buzz

Apple product launches weren’t just events; they were spectacles. Jobs would walk on stage, tell a story, and then hit you with the iconic “One more thing…” It was like watching the finale of your favorite TV show—except you could go out and buy the cliffhanger.

6. Us vs. Them

Jobs turned owning an Apple product into a badge of honor. You weren’t just buying a phone; you were joining Team Apple. And who doesn’t want to be part of the cool crowd? This “us vs. them” mentality made fans feel loyal—and, dare I say, a little smug.

7. Making the Unboxing Magical

Ever opened an Apple box? It’s like unwrapping a gift from the future. Every detail—from the way the box slides open to how the product is nestled inside—is designed to make you feel something. That’s sensory engagement at its finest.

Case in Point: The iPhone Launch

Remember the first iPhone reveal in 2007? Jobs walked on stage and said, “Today, Apple is going to reinvent the phone.” Then, he showed off a device that was part phone, part iPod, and part internet communicator. The crowd lost it. The buzz was off the charts, and lines wrapped around stores. That launch wasn’t just a product introduction—it was a cultural moment.

The Magic Lives On

Steve Jobs didn’t just build products—he built desire. He made you feel like every Apple product was special, and by owning one, you were special too. It wasn’t just about what the product did; it was about what it meant.

And that? That’s how you turn customers into lifelong fans.

Stop sales and marketing from being frenemies

We accept it or not the truth is that sales and marketing in B2B often act like frenemies. Sales mutters, “These leads are junk.” Marketing fires back, “You’re not closing anything!” And while they’re busy throwing shade, leads are slipping through the cracks.

This isn’t just annoying; it’s expensive. When these two teams don’t sync up, growth slows, pipelines dry up, and everyone’s left pointing fingers. Fixing this isn’t optional—it’s essential if you want to smash those revenue goals. So, how do you get them to stop bickering and start collaborating?

Here’s your game plan.

1. Set Shared Goals and KPIs

First, sales and marketing need to stop playing tug-of-war and start aiming at the same target. Define shared goals like generating more Marketing Qualified Leads (MQLs) and converting them into Sales Accepted Leads (SALs). When both teams own the numbers, it’s no longer about “your leads” or “our job”—it’s a team mission.

2. Hold Regular Huddles

Skip the blame game meetings and set up regular strategy sessions. These aren’t just boring status updates; they’re a chance to compare notes. Sales can spill the tea on lead quality. Marketing can share what’s getting clicks and engagement. When you talk often, you fix problems before they snowball.

3. Get a Unified CRM

Ditch the siloed systems. A shared Customer Relationship Management (CRM) tool is like having one playbook instead of two. Everyone—from the marketer crafting campaigns to the sales rep closing deals—sees the same lead data and customer journey. It’s transparency on steroids and crucial for real teamwork.

4. Build Buyer Personas Together

Think of buyer personas as your ultimate cheat sheet for understanding customers. Sales brings insights from direct conversations; marketing brings data and creativity. Together, you create personas that actually reflect real people—not some imaginary avatar. It’s the GPS your teams need to stay on the same route.

5. Create Content That Sells

Forget fluffy blog posts that don’t help sales close deals. Case studies, product demos, objection-handling one-pagers—this is the kind of stuff sales needs. Want to hit a home run? Involve sales in the content creation process. When they’ve got a say, the materials hit harder.

6. Review and Tweak—Constantly

This isn’t a “one and done” kind of thing. Sales and marketing alignment is like a workout routine—you’ve got to keep at it. Regular check-ins (monthly or quarterly) let you see what’s working, tweak what isn’t, and stay agile in a changing market.

Look at HubSpot. According to my research, initially, they were too stuck in the classic sales vs. marketing drama until they aligned their goals and put both teams on the same CRM. 

Marketing cranked out content laser-focused on buyer personas, and sales gave real-time feedback on lead quality. They even nailed down clear MQL and SAL definitions.

What happened? Lead-to-customer conversion rates shot up by huge order. Plus, team morale skyrocketed. They stopped pointing fingers and started pointing toward growth.

So, do you want that kind of energy in your business? 

The Subtle Art of Unmarketing 

Today most marketing feels like someone trying too hard to sell you something you didn’t ask for. You know the drill—slick slogans, pushy sales tactics, and the dreaded “LIMITED TIME ONLY!” pitch. It’s exhausting.

Scott Stratten’s book UnMarketing: Stop Marketing. Start Engaging flips that script. It’s like a breath of fresh air in a world full of hot air. Instead of shoving products down people’s throats, Stratten wants businesses to chill out and focus on something way cooler—building real connections.

No gimmicks. No fake smiles. Just honest, human-to-human relationships.

Let me break it down for you:

1. Engagement Over Transactions

Stratten says it loud and clear: stop chasing quick sales. Instead, get to know your customers. Show up, listen, and build trust. When people feel seen and valued, guess what? They’ll choose you when they’re ready to buy. No need to twist arms.

2. Be Real, Not Perfect

Authenticity isn’t just a buzzword—it’s your secret weapon. Drop the corporate lingo and be yourself. Customers can smell fake from a mile away. If your brand feels human, they’ll stick around.

3. Every Interaction Counts

Stratten believes there’s no such thing as a neutral customer experience. Every single touchpoint—emails, social media replies, customer service chats—either strengthens or weakens your relationship. Make every moment count.

4. Word of Mouth = Gold

You don’t need a million-dollar ad campaign if people are raving about you. Stratten says the best marketing is making your customers feel so good, they can’t help but tell their friends. Give them something worth talking about.

5. Be Fast and Relevant

Don’t ghost your customers when they need you. Respond quickly and stay in tune with what’s important to them right now. Timing is everything in building trust.

6. Use Social Media Right

Social media isn’t a megaphone; it’s a mirror. Stratten says it amplifies whatever you put out there. So make sure your content is shareable, authentic, and positive. Otherwise, bad vibes will spread like wildfire.

7. Comfort Is King

Want loyal customers? Make their lives easier. Keep things simple, convenient, and comfortable. Nobody has time for complicated processes or clunky websites.

8. Don’t Chase Trends

Stratten warns against hopping on every shiny new trend. Innovate with a purpose. Only use tools or strategies if they truly make your customers’ experience better.

9. Flaunt Your Quirks

What makes you different makes you memorable. Lean into your unique gifts as a brand. People don’t want cookie-cutter—they want character. Own your weirdness.

Stratten’s message is simple: stop being a salesperson, and start being a human. People don’t want to be “sold.” They want to connect, trust, and feel good about their choices.

So, focus on the relationship. Because when you make customers feel like they matter, they’ll keep coming back—and they’ll bring their friends.

That’s it for edition #34 of Vik’s MIX (Marketing Insights Exchange) Newsletter.

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If we haven’t met, my name is Vikramsinh Ghatge.

I help B2B companies use the most effective marketing strategies to grow and expand without spending an arm and a leg.

I’ve spent over a decade setting up marketing systems—from content creation to building lead pipelines and driving demand generation. Now, I’m excited to integrate AI to enhance our collaboration, aiming to share richer insights and foster creative synergy.

Need help with your marketing or branding? Reach out to me for advice, partnerships, interviews or podcasts.

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