Great article and interesting framework. Thanks Kyle.
Just a quick comment. I have a slightly different view on the first step of the pyramid — “Great Product” — when you say that, until you have a product, there is no marketing to be done.
I believe that, in some case, you can start to market your “concept” before the product even exists, capturing the attention of “Early advocates” in advance.
On this respect, I read an enlightening article, where Ryan Hoover shows examples of startups that started as a blog (“Blog-first startup”). In this way, Mattermark, Groupon and others could build an initial following of “Early advocates”, create awareness and validate their idea before the product even existed.
I believe that’s marketing, don’t you think?
I would be really happy to know what your view is.