The Risks of Following a Blue Ocean Strategy

Adopting a Blue Ocean Strategy, pivoting to a brand-new markets without competitors, is, for many, the holy grail of corporate strategy. Who does not...

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Writing well is an essential business skill

Knowledge is useless unless you know how to communicate it - in writing. We live in a world where most communication happens in 140 character messages...

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Marketing Expert Interview with Margo Aaron on the Essence of Marketing

Today's interview is a little different. I usually interview marketers I have had the opportunity to know or work with for many years. A few weeks ago...

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What is Product Marketing and why is it so Important?

What is Product Marketing? Why is such an important function so misunderstood? One of the biggest challenges for marketers today is that we are too of...

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B2B Marketing Expert Interview with Christine Viera

Today I have the pleasure of interviewing Christine Viera, a B2B Marketing expert, former CMO of Kapost and current VP of Strategic Marketing and Cust...

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RadioShack Strategy: A Lesson for Business Leaders

RadioShack lost its focus and pursued a path where they had no significant advantage in a highly competitive field. In other words, RadioShack's strat...

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Are We Doing Content Marketing Right?

Without question, Content Marketing is one of the hottest topics today. But we are in the early days. Are we doing content marketing right? A few week...

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The Risks of Following a Blue Ocean Strategy

Blue Ocean Strategy

Adopting a Blue Ocean Strategy, pivoting to a brand-new markets without competitors, is, for many, the holy grail of corporate strategy. Who does not want to make competitors irrelevant and to in grow a vast, blue, new market uncontested? It it smooth sailing or is it too good to be true?

Pursuing a Blue Ocean strategy can be a great choice for many companies, but it is not without risks or challenges. It’s also not easy. Otherwise, every company would pursue a blue ocean. Let’s start with the definition of blue ocean and then let’s explore the challenges and risks in pursuing such a strategy.

Adopting a Blue Ocean Strategy, pivoting to a brand-new markets without competitors, is, for many, the holy grail of cor...

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Writing well is an essential business skill

Knowledge is useless unless you know how to communicate it – in writing.

We live in a world where most communication happens in 140 character messages, 7 second videos and short text messages. It’s easy to forget how important is good writing as an essential and personal skill.

I have been inspired by David Ogilvy, the father of advertising. His story is really interesting. His teachings fundamental. His books are some of the first every marketer should read. In the Unpublished David Ogilvy, I found great advice by the master.

The better you write, the higher you will go in Ogilvy and Mather. People who think well, write well.

Knowledge is useless unless you know how to communicate it - in writing. We live in a world where most communication hap...

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Marketing Expert Interview with Margo Aaron on the Essence of Marketing

Margo Aaron marketing expert interview

Today’s interview is a little different. I usually interview marketers I have had the opportunity to know or work with for many years. A few weeks ago I stumbled across Margo’s posts on on Medium and then on her blog. I was immediately hooked by her writing style and her views on marketing, which I am proud to bring to this interview today:

1. What company is an example of good marketing today? Who do you admire?

There’s a famous saying, “When Aeschines spoke, his countrymen said, “How well he speaks.” But when Demosthenes spoke, they said, “Let us march against Phillip.”” In other words, the best marketing doing look or feel like marketing. You don’t want someone to say, “Wow that was a great ad!” you want them to say, “I need those shoes!”
Bench does a fantastic job of this, so does Masterclass.

The copy doesn’t say “Learn how to act” or “take a class on acting” – it says, “Meet your new acting teacher.” It’s speaking directly to it’s target market. They don’t want to “learn acting” – they want to get better and they who want to learn from a pro. 

2. Did you have a mentor or a person you learnt the most from? What was a key lesson?

Today's interview is a little different. I usually interview marketers I have had the opportunity to know or work with f...

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What is Product Marketing and why is it so Important?

What is Product Marketing?

What is Product Marketing? Why is such an important function so misunderstood?

One of the biggest challenges for marketers today is that we are too often focused on the most tactical aspects of the job: promotion, contacts, reach, social marketing, etc.

We forget that the most important part of marketing, the source of value, is our understanding of customers, what customers want, and how to align your products to their needs and how they buy. Most marketing teams don’t have anyone dedicated to this function.

This is especially important in B2B because buying processes are more complex, there are usually more buyers involved, and products tend to be more technically complex.  To solve this problem, a relatively new function has been created, which is often referred to as product, audience or solutions marketing.

What is Product Marketing? Why is such an important function so misunderstood? One of the biggest challenges for markete...

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B2B Marketing Expert Interview with Christine Viera

B2B Marketing Expert

Today I have the pleasure of interviewing Christine Viera, a B2B Marketing expert, former CMO of Kapost and current VP of Strategic Marketing and Customer Experience at Level 3. Her experience also includes companies like Oracle, Avid, and Avaya. I admire Christine for her customer centricity and her focus on content, which you will se in the interview.

 

1. What company is an example of good marketing today? Who do you admire?

I admire how Jon Miller at Engagio has changed the conversation in B2B marketing. He and his team have been central to elevating account-based marketing from a tactic to a movement. It’s exciting to see key areas of marketing become the focus on entrepreneurship.

Today I have the pleasure of interviewing Christine Viera, a B2B Marketing expert, former CMO of Kapost and current VP o...

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RadioShack Strategy: A Lesson for Business Leaders

Strategy example: Radio Shack

RadioShack lost its focus and pursued a path where they had no significant advantage in a highly competitive field. In other words, RadioShack’s strategy was the wrong one.

The company fell into the “Large Market” trap. The same trap many entrepreneurs fall into. We see it on Shark Tank, I see it in strategy discussions in large companies. What is this trap and how to escape it? read on…

RadioShack lost its focus and pursued a path where they had no significant advantage in a highly competitive field. In o...

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Are We Doing Content Marketing Right?

Are we failing at content marketing?

Without question, Content Marketing is one of the hottest topics today. But we are in the early days. Are we doing content marketing right?

A few weeks ago, I had the opportunity to participate in a Content Marketing panel at the Texas Marketing Summit in Houston. The other panelists provided with great insight. I also came to the conclusion that our understanding of Content Marketing is in its infancy, much like social media was 8 years ago.

It seems we still have much to learn and to improve as marketers. Sometimes it feels we are failing. Are you failing too?

Let’s Start With the Basics.

To understand the right way to do content marketing, let’s be clear about what it is not:

  • Content marketing is not new – it’s been around for a long time
  • Content marketing is not a strategy – it should support your existing strategy
  • Content marketing is not a program – but it should influence your marketing programs
  • Content marketing should not be a department in marketing – all of marketing should embrace it
  • Content marketing is not a tool or a set of tools – tools support it and enable it
  • Content marketing is not publishing blog posts, slideshare decks, and Instagram posts

If your view of content marketing falls under one of the bullets above, you are limiting your success. Content marketing is far more powerful than that.

Without question, Content Marketing is one of the hottest topics today. But we are in the early days. Are we doing conte...

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Extreme Ownership – Leadership Lessons from the SEAL Team

Extreme Ownership Leadership Navy Seals

 

It is not easy to find a truly good leadership book. Two of the best I have found bring lessons from the military: Lead like Ike, and Turn the Ship Around. Maybe it is because they deal with life-and-death situations, or maybe because there are clear missions with no ambiguity over who won and who lost.

Navy SEALs are some of the highest-performing military teams in the World. Jocko Willink and Leif Babin are retired Navy Seal officers who fought in Iraq. This posts covers 10 leadership lessons from their book, Extreme Ownership.  The core idea is that leadership is based in clarity, trust and accountability.

I listened to the audio book version. In the last five years I have gone to maybe 200 audio books, most of which I probably would not have read otherwise. I don’t listen to music in my car anymore. It is one of the best investments I have made. I recommend you give Audible a try.

 

Here are the 10 Leadership Lessons from Navy SEALs Jocko Willink and Leif Babin:

 

1. Leaders Embrace Extreme Ownership

Extreme Ownership is the most important concept of this book, and it threads across the other lessons. It is a concept I have written about before in a post titled There are no Excuses, the Ball is in Your Court. And is one that we should apply to the business world. You can’t blame your products, your boss, your budget, the economy, competitors or your team for your success or failure.  You are accountable for your success in your job, your career and your life.

A true leader owns the outcome. When things go wrong, you have to take ownership. No excuses.

“On any team, in any organization, all responsibility for success and failure rests with the leader. The leader must own everything in his or her world. There is no one else to blame. The leader must acknowledge mistakes and admit failures, take ownership of them, and develop a plan to win.”

  It is not easy to find a truly good leadership book. Two of the best I have found bring lessons from the military...

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10 Business Lessons from Carlos Slim

What are the secrets to Carlos Slim Success

As I write this, Carlos Slim Helú is the second richest man in the World, according to Forbes, following Bill Gates by a ‘mere’ $2 billion dollars. Carlos was number one in 2010 and 2011. Everyone knows how Bill made his fortune, as the founder of Microsoft, and much has been written about him. But what drives Carlos Slim’s success, and what are the strategies that make his companies so successful seem to be more of a mystery.

When companies struggle, they usually blame increased competition and unfavorable economic conditions. Carlos Slim seems to thrive on downturns and recessions.

Slim’s business portfolio, under the holding company Grupo Carso, is much more diversified: it includes real estate, retail, telecom, mining, financial services, tobacco, aluminum, tires, copper, insurance, restaurants, oil and gas, paper, hotels, and more.

People in Mexico say you can’t live a day of your life without somehow giving money to Slim’s empire. He has also made significant investments in the US. In 1997, Carlos purchased 3% of Apple for $17 a share. He has made significant investments in Saks and the New York Times and in business that have gone south like Prodigy and CompUSA.

Carlos is 75 but he has been very aware of technology advances and has positioned his companies to take most advantage of them: “Technology is going to transform people’s lives and society everywhere in the world. My main task is to understand what’s going on and try to see where we can fit in.

As I write this, Carlos Slim Helú is the second richest man in the World, according to Forbes, following Bill Gates by a...

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The Top 5 Challenges Marketers Face Today

Marketing challenges

There are 5 key marketing challenges every marketer is facing today and must be ready to solve to be effective.

Marketing seems like an easy profession for most people. But marketers know there are many challenges marketers face. Marketing is getting broader but also harder every day. Every function within marketing has its own challenges, but these impact every marketer:

 

Marketing Challenge 1: How to break through the noise.

Ads are everywhere. Attention spans are shorter. Everyone is ignoring banner ads. There is too much noise on social media. Everyone is selling ‘solutions’ promising lower costs, more time. Everything is on sale.

All this makes it harder and harder for marketers to deliver their message to prospective buyers. How do I get my message across?

There are 5 key marketing challenges every marketer is facing today and must be ready to solve to be effective. Marketin...

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