Photo by Amanda Dalbjörn on Unsplash

Marketing Through Human Behaviour

Pitch Venture Capital
4 min readFeb 22, 2023


Ogilvy, Vaynerchuk, Nietzche, Aurelius, and Peterson

At Pitch VC we know that marketing a startup is a daunting task that demands strategic planning, creative thinking, and a profound understanding of human behaviour. The principles of effective marketing are deeply rooted in an understanding of human psychology and the philosophies of successful thinkers.

First, we need to consider the insights of David Ogilvy, who was regarded as one of the most successful advertising executives of his time. In his book “Confessions of an Advertising Man,” Ogilvy highlights the importance of conducting market research and comprehending the needs and desires of your target audience. This is particularly critical for startups that frequently offer innovative solutions to intricate problems.

Confessions of an Advertising Man by David Oilvy
Confessions of an Advertising Man by David Ogilvy

To effectively market your startup, you must possess a deep understanding of your target audience, their pain points, and their motivations. This necessitates thorough research and analysis to develop an effective marketing plan.

Another crucial principle of effective marketing is storytelling, which Gary Vaynerchuk emphasises in his book “Jab, Jab, Jab, Right Hook.” Vaynerchuk advises companies to use social media to tell stories that connect with their audience and establish emotional bonds.

Jab, Jab, Jab, Right Hook by Gary Vaynerchuk
Jab, Jab, Jab, Right Hook by Gary Vaynerchuk

As a startup, you can use storytelling to demonstrate how your technology or your idea solves real-world issues, showcase the journey of your company’s founders, or highlight customer success stories. By sharing these stories, you can build a devoted following and differentiate your brand from competitors.

Friedrich Nietzsche’s “Beyond Good and Evil” provides insights into the human psyche and the motivations that drive our actions. One of Nietzsche’s key insights is that human beings are driven by a desire for power and control. This insight can be useful for many startups as they strive to create products and services that give their customers a sense of control over their lives.

Beyond Good and Evil by Friedrich Nietzche

By positioning your technology as a tool for empowerment, you can create a sense of value and desirability among your target audience. This is especially important in today’s society, where individuals are increasingly looking for ways to take control of their lives and improve their personal and professional outcomes.

Marcus Aurelius’ stoic philosophy provides insights into how to approach challenges with a mindset of resilience and determination. As a startup, you will face numerous obstacles and setbacks along the way, and it is crucial to maintain a positive attitude and a growth mindset.

Meditations by Marcus Aurelius
Meditations by Marcus Aurelius

By adopting a stoic philosophy, you can view challenges as opportunities for growth and learning. This mindset can help you stay motivated and focused on your goals, even in the face of adversity.

Finally, Jordan Peterson has written extensively on the importance of personal responsibility and the pursuit of meaning and purpose in life. In his books “12 Rules for Life” and “Beyond Order,” he offers practical advice for individuals looking to improve their lives and navigate the complexities of the modern world.

Beyond Order: 12 More Rules for Life
Beyond Order: 12 More Rules for Life by Jordan Peterson

As a startup, you can apply the principles of personal responsibility and the pursuit of meaning and purpose to your marketing strategy. By positioning your technology as a tool for personal growth and development, you can create a sense of purpose and meaning for your customers.

By taking responsibility for the impact your technology has on society, you can demonstrate a commitment to ethical and sustainable business practices. This can build trust and loyalty among your customers and position your brand for long-term success.

Marketing any startup requires a deep understanding of human psychology, storytelling, and a resilient mindset. By leveraging the insights of successful thinkers like David Ogilvy, Gary Vaynerchuk, Friedrich Nietzsche, Marcus Aurelius, and Jordan Peterson you can create an effective marketing plan that resonates with your target audience and positions your brand for success.

We talk about marketing, building, and raising for your startup goals, aiming to give you the best possible chance at creating a successful business! Become part of our founders portal to begin your startup journey.

Hugs Not Handshakes
Pitch VC



Pitch Venture Capital

We are an early-stage venture capital firm investing in startups and founders as early as lightbulb moments.