There are three dimensions to value. The first one is about the product, the "how" dimension. At this level, you are talking about how your product can help, how different features can be used, the technical specs and everything that does depend 100% on your team. There's a whole lot of companies that stop here: … Continue reading Value is how, what and why
Tag: content marketing
Time for a change
You are at a party. You have been nervous lately at the idea of coming to this party, so while you drive there you rehearse some situations in your mind. You prepare interesting stories, a couple of funny anecdotes, think about how to invite people to your own party next week, and mentally remind faces … Continue reading Time for a change
Secret recipes
Sometimes I wonder why so many people decide to share their secret sauce online. Why should they give away what made them and their organisations successful, particularly if they are still in business? Why not keeping it all for themselves, compounding edge on competitors and alternatives? Then I immediately realize, of course they do. They … Continue reading Secret recipes
A better marketing culture
If you've worked in marketing, you have certainly experienced assembly line marketing. That feeling all you are doing is repetition, with no real purpose or strategy, focusing on finding new ways to say old things that lost their effect long ago. Nobody really asking how you would go about solving the problem, and when finally … Continue reading A better marketing culture
What you are and who for
Few months back I got to know Stripo. I was looking for a way to spice up our internal email updates, and I wanted a tool that could let me build a compelling visual easily and with no coding. The tool is great, there's a free trial if you want to check it out. But … Continue reading What you are and who for
Talk with your customers
Putting yourself in your customers' shoes (or in anybody else's, for that matter) is not a great advice. It might be a good introduction to the context and the surroundings of the customers, but eventually you will most likely end up taking with you a lot of your thoughts, ideas, assumptions, models, preferences, plans. What … Continue reading Talk with your customers
Take marketing seriously
Your company is not going to win on features and product. It is almost boring to say this out loud, and yet many still think that the fact their product is better than their competitors' is going to give them sustainable competitive advantage. Your product needs to be good, as infallible as it can get, … Continue reading Take marketing seriously
