It’s team time: Collaboration is the cure for marketing complexity

From a LinkedIn promotion I recently received:   Dear Joe Today’s successful marketers aren’t just good at one thing … We must be able technologists, social media experts, and savvy number crunchers …   Dear LinkedIn, I couldn’t disagree with you more. Trying to be good at all the disciplines required to excel in our Read more about It’s team time: Collaboration is the cure for marketing complexity[…]

Love thy niche: why true outliers need to market for growth, not validation

We all want to be received and appreciated by someone who simply doesn’t. It could be a family member, an associate, someone from your past, or even your future. By struggling to be acknowledged specifically by those individuals who resist doing so, we waste energy and time, which we could be dedicating much more productively Read more about Love thy niche: why true outliers need to market for growth, not validation[…]

Step up, be strategic

It more difficult than ever for organizations to reflect on their messaging and define their strategy for what they are saying, why, and to whom. Unfortunately, most communications departments are maxed out on simply keeping up with the tactical needs of sales forces and senior executives. This leaves even the most able performers often too Read more about Step up, be strategic[…]

Innovators: identify your audience, ignore everyone else

Broad based appeal isn’t always the answer, especially for innovators. A marketing agency I’ve written for for several years started including me in their own positioning discussions to help with their messaging strategy. Their owner is a serial innovator. He loves integrating new technology into marketing. He’s got a gift for it. As a result, Read more about Innovators: identify your audience, ignore everyone else[…]