“It’s like jumping from a moving car, off a bridge, and into a shot glass!” (Scotty, Star Trek: Into Darkness, 2013) As I’ve alluded to in the first two segments of this video series, if your marketing plan relies too heavily on product release news to generate...
“Your customer wants a ¼ inch hole not a ¼ inch drill.” In Part 1 of this video series, I discussed how many companies in the electronics industry rely on product messages to guide their marketing, rather than building messaging around the customers’ specific...
Where is Your company on the spectrum of product-first versus problem-first? The electronics industry (like many others) has an unfortunate tendency to make marketing much more complicated than it should be. In response, I’d like to offer a simple solution. In October...
[TRANSCRIPT] Making the Cultural Shift from Product Promoters to Problem Solvers Graham Kilshaw: Good morning. Wow, that was some presentation. That mountaineering is pretty scary stuff, huh? We’re going to talk about something really scary now: marketing. Oh,...
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