I generally don’t review books about productivity, self-improvement or origami in this space, mostly because they are crap or repetitive or repetitively crappy and they don’t work (especially the origami books). Today is an exception and that’s because Greg McKeown’s 2014 book, Essentialism, has some awfully good lessons for marketers. His premise isn’t really new: […]
Archives for September 2016
B2B Marketers Need to Think Local Again
Big brands are looking for love in all the wrong places It was supposed to be the great enabler: we were supposed to be able to order our whiteboards from Bali, our server racks from Slovenia and outsource our executive coaching to a dude in Belize. How is that going for you? I thought so. […]
The Care and Feeding of Ideal Customers
Last week we talked about the importance of defining our Ideal Customers. Also there was a Venn Diagram. In case you are too lazy to go look, Ideal Customers are people or organizations that have a perfect blend of a compelling need for your product, a deep understanding of value, trade-offs and limitations and the […]
How to Define Your Ideal Customer
Here is a recent email exchange from my day job: Random Guy to me: (I’m paraphrasing) Hello, we are looking to acquire companies in Canada and would like to acquire your company. Please let me know when I can call you to discuss terms. Me: Is this a joke? Random Guy: Not a joke. I […]