During my final marketing class in college, the professor said something that stuck with me: If someone asks you to write a marketing plan, find out if what they want is really a promotional plan. If it is, tell them they need a marketing plan first. They are not the same thing. Since then, there […]
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Strategy 101 is about choices: You can’t be all things to all people. Michael Porter A small shop once opened across the street from my office. I’m sure, like most small businesses, they put a substantial amount of sweat equity and financial investment into launching their enterprise. There is a simple grand opening banner in front […]
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Avoid the perils of turning services into products Selling a custom service to each and every client can be tedious and time consuming. The intangible nature of services often makes it difficult for customers to appreciate what they are buying and, ultimately, the value of what they are paying for. For vendors, services businesses are […]
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As with everything, experience is the greatest teacher. Remember these takeaways so you can make your next product or service launch a success! For the first several years of my marketing career, I kept this Larson cartoon pinned to a billboard near my desk. It served as a constant reminder to love my products, but […]
[Continue reading]Go-to-market stronger, avoid common mistakes, and get your team to go all-in I’m happy to announce that my first book will be publishing this September. Entitled “The Product Launch Primer”, this book is written for entrepreneurs, marketers at B2B companies, and management in charge of bringing new products to market who want to launch quickly […]
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