Working with small and midsize companies over the past decade, I’ve noticed some patterns and similarities in how CEOs (usually also the founder of the business) approach the marketing function within the organization. I’d like to highlight what I believe are 5 common marketing mistakes CEO’s make. 1. Putting the cart before the horse. Thinking…
Read MoreAccording to Wikipedia, a “community” is a group of interacting people that share some common values. In human communities, intent, belief, resources, preferences, needs, risks, and a number of other conditions may be present and common, affecting the identity of the participants and their degree of cohesiveness. Being part of a community is important to…
Read MoreNew York Times journalist Rob Walker hypothesized that value comes from the story behind a product, and not the product itself. If this is true, then communicating the value of your offering is not only wise but also necessary. In today’s cluttered marketplace where thousands of brands are competing for consumer dollars and consumers have…
Read MoreOrganizational silos are when individual people, departments, or companies, conduct business in a vacuum, without taking into consideration the impact their actions have on the entire organization. The term silo literally means a ‘storage tower’ – a tall, cylindrical building that separates and stores material on a farm. Are you working at a company in…
Read MoreI was approached by a group of investors to provide marketing consulting services for their new job site venture. They have plans to develop an online portal in which job seekers and employers connect for mutual benefit, targeting a niche industry in a limitless marketplace. The website intends on generating revenue by charging employers an…
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