marketing

Build It and They Will Come

The opportunity and fallacy of “build it and they will come”. Many businesses, startups, entrepreneurs and even VCs & board members assume their idea, product or service is so compelling that they simply need to build it and the throngs will arrive.

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How Not to Do Social Media

Despite the fact that Twitter has been around since 2006 and Facebook has been around since 2004, social media is still the bright shiny object in the room (it's still the current marketing fad). People still think they are being innovative if they use it, and unfortunately many people still approach it as something separate and scary instead of treating it as just one tool in the toolbox of anyone working in marketing or innovation.

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Focus on Value Creation Instead of Competition

Many marketing people are obsessive about the urgent work of competing rather than the more important work of creating. Brand owners and managers are busy people! They’re busy everyday in back-to-back-meetings. They’re under increasing pressure to create more revenue, and get more stuff done as cost effectively (cheap) as possible. They’re thinking about supply-chain logistics, product development, pricing, channel strategy, promotions, customer service and their competitors.

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