Tag: content marketing

Communication tools

FabrizioLeave a comment

It’s all great that companies have so many ways to communicate, share information, ask and answer questions nowadays. But as it’s often the case, new tools don’t fix old issues.

Like assuming that communication happened just because you have communicated something.

Like expecting an immediate answer to trivial or unimportant questions to placate your anxiety.

Like spreading information left and right with the hope that those who need it will get it and absorb it, while others will forget about it.

Communication is a skill and it needs old-fashioned training, not new tools.

Get started yesterday

FabrizioLeave a comment

Brand is not for your startup only if by brand you mean one of the following things.

A new logo.

A different color palette.

A TV ad.

A celebrity endorsement.

A brand typography.

A cutting-edge website.

If brand instead is your story, the unique point of view you are offering, thought leadership content, reputation, then you should get started with that yesterday.

Doing and not doing

FabrizioLeave a comment

Doing and not doing.

That’s where the difference is between success and failure.

It’s not quality and quantity.

It’s not perfection and sloppiness.

It’s not expertise and incompetence.

It’s not 1,000 and 1 (of whatever you want to look at).

It’s doing and not doing. That’s what sets us apart.

Some decisions

FabrizioLeave a comment

There are some decisions you make as a company that go beyond the mere consequences of the decision.

Whether or not you will send a notification to a customer when a contract is up for auto-renewal.

Whether or not you will require a credit card to do a free trial.

Whether or not you are going to hire that talented woman who has just informed you they are pregnant.

Whether or not you will let go that nice colleague who is under-performing.

Whether or not only managers are allowed to talk at company updates.

Whether or not you are going to raise the salaries or invest in the tenth project management tool.

We are used to think of culture, values, and principles as something very abstract, something intangible, something that reads nicely on the career page of the website. But the truth is that some decisions determine what a company stands for much more strongly and definitively than any two lines crafted by the most skilled copywriter.

Caution does not spread

FabrizioLeave a comment

It might be that everyone is out there waiting for you to come out with the new feature. Perhaps your detractors are just waiting for you to trip and your competitors can’t wait to see the sneak peek of your new product. Somebody for sure has also set an alert to track everything that you are doing and beat you to it.

Or maybe not.

The point is that the time you spend worrying about all these unlikely scenarios – let’s accept it, in most cases we are not that important – is time you could invest to put your work out there and get people excited about it.

Caution does not spread.