When you CAN’T OUTSPEND. You OUTTHINK
Tom Pestridge’s carousel on LinkedIn sparked this post. It gave me a way to answer a question I often get from people and entrepreneurs at all stages. First, you’ll find my take, then Tom’s original post that inspired it.
My build-up on Tom’s post:
People often ask (sometimes without even saying it):
“How do I even get started without money?”
“How do you launch when you’re small and unknown?”
“How do you compete without deep pockets?”
A good Sunday reminder from Tom Pestridge:
❌ When you CAN’T OUTSPEND.
✅ You OUTTHINK.
The story below is a perfect example:
Red Bull didn’t “outspend” the giants of its time.
Thet didn’t match Coke dollar-for-dollar.
→ They outthought them.
→ They HACKED attention.
With “Guerrilla Marketing,” a fancy way of saying:
→ Bold ideas
→ Smart positioning
→ Big bets
→ Unstoppable creativity.
Think you need money?
It sure helps.
But if you don’t have it, ask yourself:
→ How can I be more like Redbull?
→ How can I create my own category?
→ How can I be bolder?
Now, go out there and OUTTHINK the world.
To your success,
Gaetan
Tom’s original post:
Check out Red Bull’s legendary guerrilla marketing stunt.
It’s all about perception.
Red Bull didn’t go viral.
They made people think they already had.
In the late 80s, Red Bull was just another name in a crowded energy drink market.
No budget. No brand recognition. No real traction.
So what did they do?
They filled bins with empty Red Bull cans.
Seriously.
They handed out free samples to DJs.
Left cans scattered outside nightclubs.
And made sure the streets looked like everyone was drinking Red Bull.
It was a masterclass in perception:
Don’t convince people you’re popular.
Create the illusion that you already are.
It’s a textbook example of social proof done right.
And it helped turn a struggling startup into a global powerhouse with 43% market share today.
Great marketing isn’t always polished.
– Sometimes it’s a little scrappy.
– A little weird.
– And exactly what people remember.
What’s your favourite guerrilla marketing tactic?
Repost ♻ to educate your network.
And follow Tom Pestridge for more posts like this.
Original publication date — April 27, 2025 (HERE)