Does Kanye West really love Nazis or is this some part of his genius marketing play? So in this episode we're going to talk about the exact formula Kanye West is using for his marketing playbook and before we talk about the formula, I want you to remember these two things. The first one is to be polarizing and the second one is equity and fairness and we'll talk about how these two things go together and how Kanye West is using it for his benefit. So here is the formula. What Kanye West does is he says something really provocative to get attention, this is not something new for Kanye West, he's always done this, he's pretty well known for doing this, but he says something really provocative to get attention and he gets that attention, people start talking about it like oh my gosh, I can't believe Kanye West said that slavery is a choice or oh my gosh I can't believe Kanye West said this and Kanye West said that, so he says something really provocative to get attention and then what Kanye West does is he explains his intentions and once you hear his intentions you're like oh that kind of makes sense and what that does is it gets people talking. So the formula again, you say something provocative and then after you say something provocative you get people talking and then you explain your intentions and then once you do that, people will actually come to your side and we'll talk exactly how that works again by being polarizing and equity and fairness and Elon musk actually does this really well. If you look at Elon must Tesla truck, it was very polarizing the design was very polarizing half the people thought it was ugly. Another half the people thought it was beautiful. And the thing is he actually made something that people would talk about, right? So he knew that this design wasn't going to be for your average person. He wasn't trying to build a car for your normal person. He was actually trying to build a cult following around Tesla and he did exactly that once the Tesla truck came out, people in the media were like, oh this Tesla truck is ugly and and yet he sold out all of his pre orders and people you know, can't wait to get their hands on his chest the truck. And if you know Elon musk, there's a lot of people that hate Elon and there's also a lot of people that love Ellen just look at what Ellen is doing with twitter. Ellen is very polarizing. Ellen does this very well in terms of getting people to either before him or against him because again, if you're in the middle, you're not for anything. So you have to be polarizing now. Andrew Tate also does this very well and one marketer that I interact with on facebook, his name, Ezekiel man, he has a facebook group called build a cult following, definitely go check that out. He did some analysis on Andrew Tate and in his analysis, he says Andrew Tate basically does the same thing, he says something crazy and gets people talking and then he provides a little bit more context and then once he provides that context and people understand his true intentions, they're like, oh that makes sense and who taste not really that crazy. I just misunderstood. Right? And then once that happens, Andrew Tate starts building a call following around him because then he gets people that are that feel like they're more enlightened because they understand the intentions behind his comments and those people start becoming evangelists because here's why people want fairness, right people, it doesn't matter if you're a republican, a democrat, a republican leaning person, I'm sorry, a right leaning person or a left leaning person, In fact I talked about, I talked about this on a previous podcast episode on episode 58 How Black Lives Matter and the All Lives Matter Movement are both right. And essentially it's two different groups that don't have all of the information, but both groups are fighting for fairness. So when Kanye West something says something like slavery was a choice or he's going to go death Con three on jewish people, it sounds very provocative. But then once you understand the context around it, once you actually give him a chance and listen you're like, oh that makes sense. So let's say Kanye West, slavery was a choice. For example, when Kanye said slavery was a choice, he got people to talk about it and then he dropped an album a couple months later where he was like let's see the lyrics, he said, I said slavery is a choice. They said how you just imagine if they caught me on a wild day. So what Kanye West is saying is that slavery is a choice between being a slave and dying because he will not be a slave, he will fight to the death. And once you understand that context and once you understand the intention would be like oh yeah, like I would probably do the same thing, that makes sense. And then when he says something like he's going to go death Con three on jewish people and then he explains how he is jewish himself on how black people are, are jewish himself, you kind of see what his point is. He's like okay I'm this person and I can talk about these people because I am these people, these people are my people. He says he loves jewish people and the thing is the stuff that he was saying, if you actually listen to a lot of people in the black community, they're like yeah what did he say? That was so wrong. You know, he's basically just stating stuff out there that's an observation for him and it's not necessarily racist, that's how a lot of people are are taking it in, right? So it's the same thing with everything that he's saying right now, he went on Alex jones in full war show and he said something really provocative, he says that he loves Nazis, he loves, he loves Hitler and I am willing to bet he's going to come out with some kind of song where he talks about jesus loves everyone and Jesus loves Hitler and Jesus loves everyone and Jesus loves Hitler, right? So you're like, oh if you look at it in the context of jesus where Jesus loves every person, where God loves every person, then how can you argue with that? Right? If you're arguing with Kanye Loving Hitler, then you're arguing with Jesus Loving Hitler. So that's kind of the whole thing of what he's doing and once he does that, then the fairness part comes in because people will fight for fairness, people will start to believe that how Kanye West is being treated because they don't fully understand his intentions, it's not fair and when people feel that it's not fair, they feel like going out making a podcast just like I'm doing right now and explaining to people what Kanye West intentions really are. So why does fairness works Chris Voss in his book, I can't remember the name of the book, it's a negotiation book, what is the name of the book, it's like something I can't remember the name of the book, the author's name is chris Voss and in his book, he says that people have an irrational reaction to unfairness. So when you are negotiating, it's a book about negotiation and you use the word fair, It starts to get people thinking about what is fair and what's not fair instead of being greedy, instead of people acting greedy, they actually want equity, they want fairness in a transaction. So whenever I do a negotiation for example, I will lay out my offer and then I will actually say is this fair? Does this sound fair? Whenever I'm negotiating with my staff, with friends, with family doesn't matter, I'll say, hey, does this sound fair? And as soon as they think about it, like oh that does sound fair, they're more likely to accept my offer. So again, to summarize the playbook that Kanye West is doing, he says something really provocative to get attention and then he waits a little while and then he explains his intentions and then once people start understanding the context around what he was saying, then he gets people to jump on his side. And when you're polarizing, that's how you build a cult and then when people will fight for you because they think you're being treated unfairly, that's how you build something very, very strong, jesus is a great example of how this plays out and jesus is pretty much doing the same thing. I hope this episode helped you become a better marketer. This is Robin Copernicus talking about other 6% entrepreneurs just like Elon musk and Kanye West, and I will see you in the next episode. 


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