Going to Market
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Chapter 1: Your Brand's Backstory & Position Statement

Backstory: Create your brand position statement for your professional services firm. Set the stage for your brand story, and start with the end in mind. Th
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About - Tech Product Management.com

About - Tech Product Management.com | Going to Market | Scoop.it
Manager's Build is a resource for Product Managers focusing on Product Management, technology, business and People management.
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5 Pitch Mistakes Entrepreneurs Make, and How To Fix Them

5 Pitch Mistakes Entrepreneurs Make, and How To Fix Them Brendan Baker (Greylock Partners)
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Great questions for all startups and growth companies to ask themselves before they pitch to anyone.

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The Quick and Dirty Guide to Launching Your Startup in 2015

The Quick and Dirty Guide to Launching Your Startup in 2015 | Going to Market | Scoop.it
How to get early users instantly with limited time and money
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For very early start-ups but useful for all sizes to know about.

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Social ROI: What Truly Matters

Social ROI: What Truly Matters | Going to Market | Scoop.it

The ROI of social media exists, it has been proven. The problem, though, is that most brands and marketers try to reduce it to a mere dollar sign.

 

What works for a company may not for another. It's important to stop making it about money all the time.

 

As Gary Vaynerchuck puts it, “What about the hidden ROI of what happens in real life when you care about your customers? What’s the ROI of your mother?”

 

In my latest contribution to Paper.li, I share three studies that will help you understand why old-fashioned ROI can't be really achieved in social media...

 

Read the post at http://blog.paper.li/2015/03/09/social-roi/

 

---------------

 

Cendrine Marrouat


Via Cendrine Marrouat - cendrinemarrouat.com
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25 Game-Changing Hard trends that will Create Disruption and Opportunity

25 Game-Changing Hard trends that will Create Disruption and Opportunity | Going to Market | Scoop.it
No matter what industry you’re in, your company can’t survive without technology.

Via TechinBiz
Susan Fisher's insight:

We see most of these either being developed by clients or affecting clients most days. 

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Abigail Rappoport's curator insight, March 30, 2015 5:34 AM

With the cacophony of new, seemingly endless and rapidly changing technology, it can be hard for companies to embrace it all and know where to start.  The key question to ask is: what do my customers really want from my organisation and what are the best ways to deliver it. It's easy to get distracted, but by making your customers the start and end point of your thinking, you will be making smarter, more effective and more focused decisions.

Staci Emery's curator insight, March 30, 2015 8:56 AM

"To stay competitive, your organization needs to anticipate the most significant technology trends that are shaping your business and changing your customer, and then develop innovative ways to use them to your advantage, both inside and outside of your organization. If you don’t use these technologies to create a competitive advantage, someone else will."

Jean-Marie Grange's curator insight, March 30, 2015 10:51 AM

Buzz-word compliant!

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Messaging, Positioning and Branding

Messaging, Positioning and Branding | Going to Market | Scoop.it
Israeli companies are inept at messaging, branding and positioning. Excellence in branding, marketing and messaging are a key element inhibiting Israeli companies from becoming multi-billion dollar big companies. We want your feedback on how to solve it.
Susan Fisher's insight:

Both the article and comments make this not the usual moaning and groaning. 

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The Best Leaders Are Humble Leaders - HBR

The Best Leaders Are Humble Leaders - HBR | Going to Market | Scoop.it
New research suggests that altruism makes employees more innovative and engaged.
Susan Fisher's insight:

In yiddish this is called a mensch. Always has been always will be.

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The Irresistible Power of Storytelling as a Strategic Business Tool

The Irresistible Power of Storytelling as a Strategic Business Tool | Going to Market | Scoop.it
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Gustav Freytag was a nineteenth century German novelist who developed a diagram ( pyramid) to explain the structure of plays. This HBR article manages to tie together the Superbowl, hormone and brain chemicals and Freytag to tell you why stories work for business, A good yarn or pitch it is too, 

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What does it really take to reach the heavenly heights of the best TED speakers ?

What does it really take to reach the heavenly heights of the best TED speakers ? | Going to Market | Scoop.it
“TED has done more to advance the art of lecturing in a decade than Oxford Univ...
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My article on lovely, friendly, disruptive Prezi's blog.

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How Startup Valuation Works - With an infographic

How Startup Valuation Works - With an infographic | Going to Market | Scoop.it
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Understandable! How Startup Valuation Works with a clear infographic. This is explained from the entrepreneur's and the investor's perspectives. From early stage to IPO
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The Downside of Too Much Information for Businesses

The Downside of Too Much Information for Businesses | Going to Market | Scoop.it
Susan Fisher's insight:

Too much information has gone well beyond being a  cute catchphrase  to being a simple but troubling fact of life.  


Most people feel overwhelmed and inadequate in the face of the amount of stuff that there is to read, sort and keep. This is one of the first pieces I have seen that systematically analyses the damage to businesses  - and the people who think in them.

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The 12 cognitive biases that prevent you from being rational

The 12 cognitive biases that prevent you from being rational | Going to Market | Scoop.it
The human brain is capable of 1016 processes per second, which makes it far more powerful than any computer currently in existence. But that doesn't mean our brains don't have major limitations. The lowly calculator can do math thousands of times better than we can, and our memories are often less than useless — plus, we're subject to cognitive biases, those annoying glitches in our thinking that cause us to make questionable decisions and reach erroneous conclusions. Here are a dozen of the most common and pernicious cognitive biases that you need to know about.
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Behavioural science, CX and why we should test more things | Adrian Swinscoe

Behavioural science, CX and why we should test more things | Adrian Swinscoe | Going to Market | Scoop.it
Behavioural science, customer experience and why we should test more things - Interview with Rory Sutherland of #ogilvychange
Susan Fisher's insight:

Read the summary. There are more cool ( psychology and business) models in this article than you could hope to meet in a issue of HBR.  

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How Cool is Your App? The New Metrics

How Cool is Your App? The New Metrics | Going to Market | Scoop.it
We keep hearing about a lot of growth metrics all around us, but ever wondered, if all that ever made sense? Learn what …
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The Ultimate Marketing Stack for Startups

The Ultimate Marketing Stack for Startups | Going to Market | Scoop.it
This is how most early-stage startups pursue marketing: start an account on Twitter/Facebook/Snapchat, write some articl…
Susan Fisher's insight:

I dunno. I really like some of these tools but Canva and the Hemingway writing app alone just don't cut it for truly great content production. You need the brainwork of great storytellers too.

 

Reminds me of what people are saying in the discussion about the future impact on the world of AI.  Deep machine learning will probably not ever being enough by itself for future innovation. You need human ingenuity and soul too for things to really fly.

 

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The 2015 Global Startup Ecosystem Ranking is live!

The 2015 Global Startup Ecosystem Ranking is live! | Going to Market | Scoop.it
Download the full report here.

Welcome to the Global Startup Ecosystem Ranking. It has been almost three years since the last Startup Ecosystem Report was released in November 2012, and since then...
Susan Fisher's insight:

So glad to live in one of them!

 

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Top Emerging Trends in Digital Marketing - Smarter With Gartner

Top Emerging Trends in Digital Marketing - Smarter With Gartner | Going to Market | Scoop.it
Gartner highlights top emerging trends in digital marketing.
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Fast Pitch Storytelling Workshop

Can this 10-step approach help you tell more compelling stories?
Susan Fisher's insight:

Park Howell always has interesting stuff on Story and this is a good workout for lyrical types. 

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The 8 Steps To Creating A Great Storyboard

The 8 Steps To Creating A Great Storyboard | Going to Market | Scoop.it
Google Ventures' Jake Knapp takes us through the lightning-fast process he employs to get a team's ideas down on paper.
Susan Fisher's insight:

Pen and paper is an underused tool in the digital age. Perhaps it is something about the tactile experience that makes it work but it sure does.

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Forming a Service Level Agreement (SLA) Between Field Sales, Inside Sales and Sales Development - VorsightBP

Forming a Service Level Agreement (SLA) Between Field Sales, Inside Sales and Sales Development - VorsightBP | Going to Market | Scoop.it
I’m going to spare you from reading yet another article on the love hate relationship between B2B marketing and sales.  Companies like SiriusDecisions, Forrester, and The Corporate Executive Board have full time researchers dedicated to closing the sales and marketing gap. This article is about a new emerging misalignment between sales development and quota-carrying sales.  …
Susan Fisher's insight:

How can you get the B2B sales cycle to run smoothly?  The article is full of good tactical people-centered advice and is relevant for any size of organisation.  

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The Amazing Case of the Disappearing Technology

The Amazing Case of the Disappearing Technology | Going to Market | Scoop.it
Technology is stuff that doesn’t work yet.
— Bran Ferren
Bran Ferren’s words echo across the wifi to us like a premonition. The former President of R&D at Walt Disney Imagineering’s deep
Susan Fisher's insight:

Just a fascinating overview on technology in the last 20 - 30 years and how the workings of large corporate bodies have evolved with this. Clever, clever stuff.

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10 Tools for Understanding and Dissecting an Industry

10 Tools for Understanding and Dissecting an Industry | Going to Market | Scoop.it
Whether you're a startup founder, angel investor or VC, you've probably had the need to quickly understand an industry. Dissect the supply and value chain, understand how money flows and what compa...
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Ideas reinvenTED

Ideas reinvenTED | Going to Market | Scoop.it
THE first TED conference in 1984 was such a damp squib that the organisers did not hold a second one for six years. Today TED (which for the uninitiated stands for...
Susan Fisher's insight:

"TED has done more to advance the art of lecturing in a decade than Oxford University has done in a thousand years." 

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