Ads are a tax for not having a great product: build a brand that sells itself
"Advertising Is a Tax You Pay for Not Having a Great Product" John Doe
No one knows who said it first. Some attribute it to David Ogilvy, others claim it was Steve Jobs' mantra, and I heard it on a podcast by Toni Segarra. But regardless of who said it, the phrase holds an uncomfortable truth: if you have to pay to get attention, maybe your product isn’t as good as your friends say.
For many years, advertising was the steroid that helped brands gain an audience. But what if I told you that advertising is just a tax you pay for not having a well-made product? If you need to shout to the world that you exist, the problem isn’t how many ads you pay for, but rather the lack of a compelling story to tell. That’s where Storydoing comes in.
Brands that truly make an impact don’t rely on advertising—they rely on the experience they create. A product that wins hearts doesn’t need to scream; people recommend it on their own.
From “Telling” to “Doing” – Show, Don’t Tell
For years, marketing sold us the idea that telling a great story was the key to connecting with people. But the world has changed. Today, customers no longer believe what you say; they believe what you do.
The difference between Storytelling and Storydoing is simple: the former tells a story, while the latter puts it into action.
Think of brands like Patagonia or Tesla. They don’t just talk about sustainability or innovation; they live it. Every action, from product design to customer interaction, reinforces their narrative. That’s why they don’t need to spend millions on advertising—their customers do the work for them.
The Tax of Advertising: An Expensive and Outdated Strategy
Brands that rely solely on advertising to stay relevant are trapped in an expensive and unsustainable cycle. Paid ads are a placebo: they give you temporary visibility, but they don’t build loyalty. Worse yet, they can even backfire by adding to the thousands of daily stimuli we already ignore.
Brands that interrupt our daily lives with messages that don’t resonate with us might achieve the exact opposite effect: making us dislike their products just for being intrusive.
On the other hand, brands that embrace Storydoing generate real, organic connections. They don’t depend on ads to stay in their customers' minds; they rely on the experience they create.
If every interaction with your product, service, or team doesn’t reinforce the story you want to tell, you’re wasting time. You can spend millions on ads, but if what you offer doesn’t leave a lasting impression, that investment is just a band-aid.
Great Communication Starts with the Product
Successful brands don’t start their strategy in the marketing department; they start with the product. A great product communicates on its own.
If your product is boring, generic, or replaceable, you’ll need a lot of paid advertising. But if it’s outstanding, functional, and has a genuine story, people will talk about it.
A clear example: Apple. It doesn’t need to bombard you with ads explaining why the iPhone is superior. Instead, it designs products that people love and lets users become their ambassadors. While other brands struggle for attention with intrusive ads, Apple lets the experience speak for itself.
Strategies to Shift from Storytelling to Storydoing
✔ Build an experience – Every customer touchpoint should reinforce your brand’s story. From your app’s splash screen to post-sale support, everything communicates.
✔ Make users part of the story – The most powerful brands don’t just sell products; they create movements. Nike doesn’t sell sneakers; it sells personal achievement. Airbnb doesn’t sell lodging; it sells experiences.
✔ Break your ad addiction – Instead of throwing money at ads, invest in improving your product and user experience. Let people talk about your brand because it truly deserves it.
✔ Build a community, not just an audience – An audience listens, but a community engages. Turn your customers into ambassadors and let them spread your story. A massive but indifferent audience is useless; a smaller, engaged community is far more valuable.
Conclusion: create Something So Good People Want to Talk About It
If you constantly have to pay for people to talk about you, maybe it’s time to ask yourself if you’re building something truly worthwhile.
The future of marketing isn’t in ads; it’s in experiences. Winning brands are those that understand that the best advertising is a great product, a story in action, and a committed community.
Because in the end, the only impossible thing is not trying. 🚀