by Alex Goldfayn | Feb 20, 2012 | ARCHIVE-Evangelist Marketing Minute Newsletter
In my experience with clients, particularly those in the consumer electronics business, the most successful marketing begins with a series of mindset shifts. The most important one is this: You’re not a product manufacturer or service provider, but rather,...
by Alex Goldfayn | Feb 13, 2012 | ARCHIVE-Evangelist Marketing Minute Newsletter
Building on strengths is far more effective than trying to correct weaknesses. This is true for companies (especially those in consumer electronics) and individuals. I’m constantly telling clients that when you focus on weaknesses you inevitably divert focus,...
by Alex Goldfayn | Feb 6, 2012 | ARCHIVE-Evangelist Marketing Minute Newsletter
Many smaller companies conquer early adopters and die. Similarly, many large companies introduce a new product and kill it by having success with highly technical early adopters. Why? Because when early adopters are your target, your company masters language,...
by Alex Goldfayn | Jan 30, 2012 | ARCHIVE-Evangelist Marketing Minute Newsletter
Let’s look at what the most successful current consumer electronics products — the iPad, iPhone and Kindle — have in common. I call them singular products (which are one percent of all consumer electronics) as opposed to special products (nine...
by Alex Goldfayn | Jan 23, 2012 | ARCHIVE-Evangelist Marketing Minute Newsletter
This is discussed in my latest Harvard Business Review piece from last week about three major public relations mistakes that most companies make, and in even more detail in my new book, Evangelist Marketing. The most certain path I know to getting media coverage of...
by Alex Goldfayn | Jan 16, 2012 | ARCHIVE-Evangelist Marketing Minute Newsletter
On Friday I wrote a piece for the Harvard Business Review called Six Marketing Mistakes at CES 2012. Here is the complete text of the piece. You can read the comments over at HBR.org here. Six Marketing Mistakes at CES 2012 Originally published at HBR.org on Friday,...
