My book, Evangelist Marketing, comes out in seven weeks. It’s about how to powerfully and successfully market consumer electronics. About a year went by between the time that I wrote it to the time we completed final edits. This is about 17 years in tech time, and it showed: several critical and massive changes had occured in that time:
- Steve Jobs passed away.
- Cisco killed off one of the most successful consumer electronics products on the planet, the Flip video camera.
- HP got out of, and then, last week, back into personal computers.
- And Netflix raised prices, created a new brand, abandoned the new brand, and lost over a million subscribers. (And Netflix is in the subtitle of my book!)
The point is that no industry changes faster than consumer electronics, and even if you’ve achieved a modicum of success — or even a lot of it — you must relentlessly continue to do the small things that got you there. That is, you must continue to constantly and aggressively innovate your marketing and your offerings. Because in our industry, the competition will pass you by faster than you can say “what happened?”
These weekly thinking launch points are called “Minutes” because they will always be short enough to read in about 60 seconds.
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