How to market a business that shouldn’t exist

Sam Wiltshire
Jan 23, 2020 · 6 min read

Many incident-driven businesses shouldn’t exist. At least, in a perfect world.

However, we don’t live in a perfect world. Accidents happen. People happen. Shit happens.

Most of the marketing literature out there emphasise the demand side of the equation; things like changing behaviour towards your product/service, like the cigarette industry claim to do, or by…