This document outlines the values and approach of Buffer Marketing. It discusses focusing on improvement through educational, detailed, actionable, and clear content. It also emphasizes choosing positivity through optimism, reasonable goals, and avoiding challenges. The document recommends setting aside ego by being humble, relatable, and experimental. It also suggests listening first by being community-driven and learning from others. Finally, it advises working smarter through moving fast, shipping things, and improving over time rather than over-perfecting. The document then discusses how Buffer thinks about marketing in terms of promoting its culture and values through altruistic efforts, getting people to understand its product and customer support, and helping people through educational resources.

1. Buffer Marketing
Culture
Version 0.1

2. Purpose & Mission

3. Values
1. Focus on improvement
2. Choose positivity
3. Set aside ego
4. Listen first
5. Work smarter, not harder

4. Focus on improvement
Educational content
Detailed & specific
Actionable
Simple, clear language

5. Choose positivity
Optimistic
Reasonable goals
No bashing of approaches or network challenges

6. Set aside ego
Humble
Relatable
Conversational
Experimental
Transparent

7. Listen first
Community-driven
Respond to comments
Learn from others

8. Work smarter, not harder
Move fast, ship things
No need to overly perfect, polish - a good plan this
week is better than a great one next week
Update and improve as needed

9. How We Think About Marketing

10. How We Think About Marketing
Brand -
Promoting Buffer culture, values. Altruistic
marketing.
The goal: Create a bias for Buffer ... so that when
the decision time comes, we have an advantage.
[Open blog]

11. How We Think About Marketing
Product -
Goal: Getting people to know and understand
what our application can do and how it supports
all our customers in meeting their business needs.
How are people using our application and why - to
help people have more ideas and be successful
[Closely tied to Happiness]

12. How We Think About Marketing
Education -
Helping people with social media. Creating
resources and adding value for people. [Social
blog]