Just Evil Enough, with Alistair Croll

In 1985,  Robert Fulgham published a book that has gone on to sell 7 million copies. That puts it in league with nonfiction books like the biographies of Princess Diana, Nelson Mandela & the Diary of Anne Frank. In "All I Really Need to Know I Learned In Kindergarten," Fulgham lays out a handful of rules we all internalized on our way to adulthood. They include…

• Share everything.
• Play fair.
• Clean up your own mess.
• Don't take things that aren't yours.
• When you go out into the world, watch out for traffic, hold hands, and stick together.

 

You've probably noticed the problem with Fulgham's syrupy homespun advice.  It's not the world we live in. kindergarten class bear no resemblance to Capitalism— which is more like what you see in recess on the playground. From a marketing perspective, there are critical qualifiers we must add to Fulgham's rules to make the applicable to the Big bad world out there:

 

Share everything? Sharing sounds noble… but capitalism says if you come up with an idea and patent it, those whom it's shared with have to pay you for its use. Sharing doesn't automatically mean you lose your competitive edge

 

Play Fair? Sure, play by the rules. But know that the  biggest rewards go to whoever understands the rules best. If your competitors are using a playbook, you should change how the game's played, and beat everyone else in the process.

 

Don't take things that aren't yours? You shouldn't steal, of course… but marketing is literally the legal appropriation of someone else's audience. History's full of greenfields where pioneering R&D  created a category…only to see it harvested by a fast moving disrupter.

 

To sum up, being a producer in this system is trying to outdo your fellow producers to win a consumers's business, you should use every exploit capitalism allows to win.  

 

Our guest has been in and worked with many startups, showing them how to bend the rules in their favour. He has run conferences that have brought thousands of companies together to share these unfair advantages. He's also co-authored a book showing how to identify growth hacks using analytics. And in 2025 he and his co-author released the book "Just Evil Enough"

Let's go to Montreal to talk with Alistair Croll.

For full notes on concepts mentioned, go to the Funnel Reboot site and check episode 218.