Mike speaks to Nathan Yeung, a seasoned fractional CMO with a keen interest in using consumer psychology to drive marketing success in the tech industry. Nathan explains how it should inform your marketing strategy and campaigns. Including creating a network effect, building trust, social proof, case studies, repackaging, anchoring, the impact of AI and why so much unethical marketing still works. KEY TAKEAWAYS Effective marketing is key to success. Focus on selling to a small group of consumers first to benefit from the network effect. Nathan explains why. Most Gen Z brands are community-led, so get a community talking about you. Social proof is particularly powerful for new businesses. Some forms of marketing generate long-term, almost passive results e.g. SEO. Invest in mid to long-term strategies and be patient, you need to be consistent ...