Latest Articles
Latest Articles
Go Deep, Not Wide
A lot of people focus on a lot of things. They go wide, covering a variety of topics and specializations on the relative surface. When you go wide, you volunteer away your opportunity to specialize. To focus. To master an area. To become known for something. If you're...
Selectivity & Focus
The biggest single reason Research in Motion finds itself in its current crisis is that is diverted its focus from its major strength -- the Blackberry smart phone -- to make a tablet. It lost focus, for an entire year. Of course, while making a tragically incomplete...
You Don’t Have a Steve Jobs
It's the start of a new quarter for most of us, and much of the world has been setting record high temperatures. New beginnings are in the air, so let's take this moment to revisit how you present your products and your company to the world: Is your language...
You Don’t Have a Steve Jobs
It's the start of a new quarter for most of us, and much of the world has been setting record high temperatures. New beginnings are in the air, so let's take this moment to revisit how you present your products and your company to the world: Is your language...
How Are Your Lists?
The Evangelist Marketing Minute is a weekly thinking launch point that is always short enough to read in about 60 seconds. Your email address is never shared, with anybody, for any reason. Good lists of current and prospective customers are one of the...
How Are Your Lists?
Good lists of current and prospective customers are one of the differentiating variables between success and failure in our business. I'm always struck when large companies spend millions on broadcast advertising, but have not spent a few thousand dollars building...
Relentless Direct Communication
The Wall Street Journal reported last week that the top 100 retailers sent an average of 177 emails to customers each in 2011. Some, like Nieman Marcus, sent more than 500 emails last year! You don't need to send hundreds of emails per year, but you should be...
Better Than You Think
I work with companies from startups to the Fortune 500s -- in fact, at the moment, I have active projects going with several in each of these two categories. Here's a consistent truth that I find in with nearly every consumer electronics company I'm involved with: the...
Relentless Direct Communication
The Wall Street Journal reported last week that the top 100 retailers sent an average of 177 emails to customers each in 2011. Some, like Nieman Marcus, sent more than 500 emails last year! You don't need to send hundreds of emails per year, but you should be...
It’s Better Than You Think
The Evangelist Marketing Minute is a weekly thinking launch point that is always short enough to read in about 60 seconds. Your email address is never shared, with anybody, for any reason. Sign up to receive the Evangelist Marketing Minute e-newsletter here. I work...