Marketing Manual
You would be surprised at the risks founders take, though they have fewer risks starting today. I have canned and condensed twenty years of marketing strategy knowledge, insight, tactics and war stories into a new book titled the Start-up CEO’s Marketing Manual. This book has one goal — to make sure you have the broad perspective on everything that goes into marketing strategy development. If that doesn’t scare you, nothing will. In my years working for and consulting to companies about marketing strategy, one thing has become painfully clear — very few people know it all. One classic example was an early client of mine (who remains nameless), a post-IPO company doing a very late pivot. During a kick-off meeting I asked them “What is your segmentation model?” They said it was industry verticals, which seemed odd to me. When I asked them why they chose that model they replied … Continue reading →