Posts Tagged ‘Business Strategy’

Strategy needs to be more than an aspiration

May 25th, 2013 No Comments

Procter & Gamble CEO A.G. Lafley explains why strategy has to be more than an aspiration. In the next few weeks, I’ll be writing a post about how to turn your strategy into reality, with a marketing plan.


Gary Vaynerchuk is Wrong: There is a Social Media ROI

December 26th, 2011 No Comments

At last year’s LeWeb, my colleague and social media superstar Ayelet Noff asked my favorite wine guy Gary Vaynerchuk the question that we were all hearing in 2009, 2010, and finally forced to answer in 2011: What’s the ROI of social media. Gary answered that that’s the wrong question – and it’s a problem. Gary asked, “What’s the ROI of your mother?” It’s not about data or Facebook friends or Twitter fans, he said. He also said that ROI should


Invasion – Choosing Your Target Market (Crossing the Chasm, Part 3)

October 31st, 2011 No Comments

The following is the third in a series about high tech market strategy based on Geofrey Moore’s Crossing the Chasm. A big strategist failure that many organizations get into is picking the wrong market. Either, they don’t pick one at all and just see what sticks or else picks a market that is so wide (“everybody with a cell phone,” “mothers over 30,” “all people of a specific religious or ethnic group of a certain age,” “all Java programmers”) that


Crossing the Chasm–The First Step–The New Strategic Principles (Chasm Strategy: Part 2)

October 26th, 2011 No Comments

The following is the second in a series of posts about high tech marketing strategy based on Crossing the Chasm. It’s Strategy Stupid. This should be obvious, but it’s not. We’re enamored with the next shiny thing to realize that the basic fundamentals are even more important than ever. Marketing is about markets. Strategy. Do you remember the four Ps? The core principals of marketing: Product Price Promotion Place These principles guide all marketing activities, including crossing the chasm from


How to perform a SWOT Analysis

October 1st, 2011 No Comments

How and why you should perform a SWOT analysis as part of your organization’s strategic plan


The Groundswell Business Strategies

September 26th, 2011 No Comments

Forrester Research Vice President Josh Bernoff says objectives, not technologies, should drive your Groundswell strategy. Don’t say “Let’s be on Facebook or Google+.” That won’t provide business value. Instead, POST IT.


Are Your Business Goals Realistic?

September 16th, 2011 No Comments

I’ve touched before on the importance of strategic planning before: decide what you want to do before you decide what services or tactics you want to implement. One of my colleagues, The Cline Group’s Josh Cline (Disclaimer: I’m a past director at TCG and currently sit on the firm’s advisory board), also wrote about this on his company’s blog. Josh wrote: So, what is the big problem? Companies today are forgetting the traditional holistic approach to marketing strategy. They are


The Need for Integrated Marketing: It’s Not Just Social Media

May 10th, 2011 No Comments

“If only we went viral” and “If only we had a Facebook page and an Internet guru who knew how to make our RSS feed than we could get on the front page of TechCrunch” is something that is commonly heard. The promise of social media was, to some, the magic promise of viral marketing. It’s a false promise. The fundamentals still matter. Marketing is not about viral or social media – rather it’s about developing the proper strategy to