Prologue_ Mixing is key to success

1.
If you mix things, the items will sell.

Mix David and Goliath
Mix A and B grades
Mix common sense with nonsense
Blend technology and humanity
Mix private companies and NGOs
Mix boredom with fun
Mix OLD and NEW
Mix necessities with luxuries

2.
If you mix it, people will sell it

Mix the model student with the punk
Mix your main and sub characters
Mixing nerds and broadcasters
Mix creators with imitators
Mix salespeople and designers

3.
Mix and match to sell everything

Mix creativity and constraints
Blend Korea and the World
Mix rural and urban
Mix hot and cold
Mix familiarity and unfamiliarity
Mix children and adults

Epilogue_ There was a book I read over 100 times.

There is no more mainstream, no more trend, no more fad.

It's a tough time for both planning and marketing.
Even putting aside the fact that the game is difficult, it is not easy to read the public's mind properly.
Old formulas no longer work, and there are increasing cases of things that make you wonder, "Why on earth does that sell so well?" becoming mega-selling items.
On the other hand, it is worth questioning whether it is still valid to lump them all together as the 'public'.
Being big doesn't mean you're good, being pretty doesn't mean you're cheering, and being so-called rich doesn't mean you're successful.
Just when you thought YouTube was trendy, short-form content became the norm, and you thought videos were the trend, but then analog started selling again.
Although it may seem like 'cool' is appealing, 'affection' is what attracts people's hearts.
It's a world where consumer behavior is difficult to read consistent patterns and where there's no clear secret to success.
Could this be the era of 'mutants' who refuse to belong to a group, to be bound by the masses, and to act in defiance of the general theory of success?
Moreover, it is an era of ‘saturation’.
There are just too many products, too many brands, too many competitors.
To stand out and be chosen among so many, it goes without saying that you need to be completely new or significantly different from your competitors.
But is this as easy as it sounds?!

Discovering the intersection that runs through today's success stories

The author has worked as an advertising planner and brand marketer for over 10 years, observing and creating countless hits.
In the process, we discovered that the 'mix' strategy is at the heart of this world's hits and successes.
I am convinced that while mixing may not be the entire secret to success, it is certainly a very important factor.
Since then, I've come to view all my hits from a 'mix' perspective, and this perspective and interpretation has been very useful.
Old and New, A-class and B-class, main character and sub-character, common sense and nonsense, adults and children, technology and humans… .
Mix these together.
If you look at them separately, they don't seem to go together at all, but when you put them together, the result is surprisingly wonderful.
A tense tension arises from the combination of two disparate objects.
A 'strange object' never seen before is born and a 'big hit' is achieved.
That's how you become the 'first', achieve 'differentiation', and create enthusiastic 'fans'.
If you mix A and B, you don't get AB, but a completely different 'Ganada'.
They say there is nothing completely new under the sun.
There is no such thing as pure originality, uninfluenced by any influence.
Unless God created the world, the act of creation by humans is to 'mix' things that already exist in the world.
Of course, you have to mix it 'properly'.


In an era where you have to mix well to become a hit

When drawing, mixing just any color doesn't produce a great color.
The newly created color must have the power to attract people.
‘Empathy’ is important.
We must mix and match to create ‘difference’, but we must also ensure that we can ‘empathize’.
In this book, we meet the clever mix of players who capture the hearts and minds of mutants and elicit empathy.