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 “It seems as good as any other segmentation plan.”

If that doesn’t scare you, then you should get out of the stock market.

The Start-up CEO’s Marketing Manual is important because founders are not marketers. They are typically techies, visionaries and big dreamers. They cannot and should not become marketing gurus. But they must lead their companies, and that includes leading their marketing squad. Without knowledge of the major issues and processes that comprise sound marketing strategy, they will make mistakes. Many mistakes. Costly mistakes. Ruinous mistakes.

If that doesn’t scare you, you might be an entrepreneur.

The Start-up CEO’s Marketing Manual covers the core topics of marketing strategy development including market definition, segmentation, genotype analysis, whole product definitions, positioning, branding and market message development. This broad pallet of topics helps founders and entrepreneurs become profitable more quickly and lead their nascent marketing staffs through sound go-to-market planning.

If you are a founder, entrepreneur, or just have a bright idea that you think you can turn into a product, get your copy of Start-up CEO’s Marketing Manual today. If you are a VC or angel investor, mandate your portfolio CEO’s to read the Start-up CEO’s Marketing Manual.

If you are a competing consultant, ignore this entire message.


Comments

Marketing Manual — 1 Comment

  1. Guy has an excellent blog, from which Rocket Builders has gleaned many gems over the years. Our good friend, David Greer, alerted us that Guy had published this book. This is the real thing folks. There is not a wasted word or diagram in it. The book’s realistic market is just about any CEO we have every worked with. Guy clears away the confusion and lets the CEO in on what he/she really needs to know about marketing , and how to see if his dept is getting him where he needs to be. A short book, clearly written, you can read it on a 2 hr plane ride – but you should re read it on the way back and each year as well. This is an essential part of a CEOs’ toolkit.

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