When your product is the shit, you don’t need to market it. When your product is shit, you do need to market it.

The less people want your product, the more you need the tactics, sales, and marketing.

Sukiyabashi Jiro is a three-Michelin-starred Japanese sushi restaurant in Tokyo where diners must place reservations a minimum of 2-months in advance.  A plate of sushi costs $300.  Its success is not in the novelty of its meal being so expensive.  Its recognition stems from its unparalleled product; that the owner has devoted his entire life into the perfection of his craft, and it shows.


On the other end of the spectrum, no one is waiting for more than 15 mins for McDonald’s food because it’s shit.  Jiro Ono, the Tokyo restaurant owner, is considered by many to be the world’s greatest sushi chef.  He does not have to advertise or solicit people for his business to thrive.  He just keeps producing the world’s best sushi.


Huy Fong Foods’ Sriracha is a massively popular hot chili sauce.  Even during the economic recession the company didn’t feel it affect its growth.  In fact each year their sales have reached into the double digits.  Last year they made $60 million dollars selling a relatively inexpensive hot sauce.  That $60 million dollar achievement has been done without spending a single cent on advertising.


On the other hand, McDonald’s spent $963 million in ads last year. That means $1-out-of-every-$6 spent on all restaurant advertising in America is done by McDonald’s.  They have to create goofy characters and bright, gaudy imagery in order to keep their logo, jingle, and catch phrases stuck in people’s head.  They are not #1 because they are the best quality.  They are recognized because they are prevalent.

Can you see the correlation in many of today’s martial arts establishments?


Before I went to Rob’s classes I was doing Shito-Ryu (karate) for about 8 years. It was a very formal class and not much fun. I joined Rob’s class because I knew him and wanted to try something different. Rob’s classes help you out in a lot of real life situations. They are fun and Rob’s school has a more relaxed environment. The things that I like best is the mat work that teaches you submissions and how to take someone to the ground. All of the instructions that Rob gives in class are very clear and easy to do. The classes don’t go too fast so you are able to keep up with everyone else and not get confused. The classes aren’t formal like a lot of other places that make you wear a uniform, bow or have a certain rank in the class. After each class you feel like you have just had a good workout so you’re not too tired to do other things (compared to) when other places leave you extremely worn out. Overall Rob’s classes are fun, useful, and not confusing.

~ Aaron Wilkerson, High School Student

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