With 2020 upon us, let’s give ourselves (as marketers) the best chance to succeed in “the year of perfect vision.” To inform our activities—to make sure we’re doing the right things—here are 20 marketing (and related) questions we should ask before we get going on anything else. It is not the answer that enlightens, but the question. Eugene Ionesco Setting the Stage […]
“Something as complex as a whitepaper or a technical showcase marketing document might take you 20 hours to produce. And people are like, ‘I don’t have 20 hours right now, everyone’s really busy.’ Over the next quarter, your CTO might be on 50 hours’ worth of calls…it’s a no-brainer in terms of an asymmetric investment in your business: it helps everything scale.” […]
Improper optional stopping increased the average False Discovery Rate…This generates two possible costs for a company. The first is a cost of commission. Facing a false discovery, the company will needlessly switch to a new treatment and incur a switching cost. The second cost of a false discovery is a cost of omission. Erroneously believing to have found an improvement, the company stops […]
There are lots of technical people out there: people who understand how technology works, why small implementation differences matter, and so on. There are also lots of capable communicators: people who can deliver an engaging presentation, who recognize the importance of information design, aesthetics, clarity, etc. It’s pretty rare that both sets of characteristics are found in the same person, intersecting as […]
A couple of clients recently asked me some variation of the titular question, and I’ve been asked the same thing a number of times over the years. My answer has three elements: You should think about marketing right from the beginning You can probably get by effectively for much longer than you think without in-house marketing personnel Exactly when and how you […]