Ever wonder how small companies make it to unicorn status through their marketing?

It's all about creating a movement behind the company that transcends the functionality of the product and makes customers understand exactly how something will affect their life, as well as what something does.

In many ways, this is marketing 101, yet so many of us get so wrapped up in the day to day we lost sight of the things that really matter in our efforts.

In this talk, James Parton gives the inside track of how to create a movement, just like he did at Twilio, the unicorn tech company just a few years ago.

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