Elements of the Elevation Principle
The elevation principle combines great content and a focus on others while removing obvious marketing messages. Think of content as the fuel for your rocket, and people as what ignites the fuel and directs the rocket. Think of marketing as friction that slows your rocket's progress.
Here's an overview of the core components of the elevation principle:
Content comes in many forms. It's like highly refined rocket fuel that can take you places quickly.
There are two different types of content. First there's primary fuel: It's easy to produce and is what makes your business move.
You'll need the most of this type of content to achieve success. Without it, you'll have fits and false starts, likely sending your rocket ship in circles, or causing frequent stalls (see Figure 1.3).
There's a wide array of primary fuel available. Here's a brief overview of some of the options: