Most people look at the growth of digital technology and see it as a way of creating cost-effective scale . But the real development is in automated intelligence (AI) and how you generate, analyse and then use customer data. This is just one of three things that marketing people spend their lives immersed in that you might not have thought about.
Arrigo Sacchi was a bonafide disruptor. He started a management revolution because he understood what you really need for innovation to flourish. There should be a chapter about him in every business book as a result.
Innovation & transformation, Marketing Management
There are no blueprints for a technology startup. It’s not like expanding a product line or opening a branch office. These companies are trying to create a market with no service history, little brand equity and by selling something that nobody has bought before. The kind of customer who buys a product like this, from an […]
You pay peanuts and you get monkeys working for you! Harsh on monkeys maybe, but a business adage that many subscribe to. So why would that be any different for a Startup?
China is now the world’s second-largest consumer market. But the rapid urbanisation of a population of 1.4bn customers means that the Chinese economy is moving from an investment to a consumption-driven one at a rate that its hard compute for most people outside of the country. Getting to grips with the unique nature of China as […]
One sunny afternoon in July 1977, David Bowie was gazing out of his window at Hansa Studios in West Berlin. Across the road he noticed a young couple kissing by the city’s infamous wall. He knew the people in question (and he knew that they shouldn’t be doing what they were doing). But out of […]
The success of the marketing programme in a startup is inexorably linked to the way the business is developing the product. Too complicated a feature-set or too broad a target market for instance, and the marketing effort can be compromised before it’s even out of the blocks. Which is why it’s imperative that marketing expertise […]
Digital changed marketing and it caught the marketing industry out. Now everybody is using AI as a way to re-shape the narrative. But AI technology is not sophisticated enough yet to make the impact that everyone is predicting. Which leaves a gap in the middle that’s isn’t being managed properly.
How working in software development changed my approach to digital marketing
What’s intriguing about commercially successful innovation is what actually succeeds. The most disruptive initiatives of our age are very rarely technology breakthroughs! WhatsApp didn’t become the western world’s default messaging platform or Dropbox the consumer cloud storage standard through more advanced technology. They did it, quite simply, by developing a more intuitive user experience. The […]
I’ve been banging on about The Lean Startup ever since Eric Ries wrote it in 2011. The problem I had in the early days though, was that you can’t retro-fit the thinking. If a Minimum Viable Product (MVP) wasn’t part of the initial development plan, then you weren’t just re-structuring, you were also re-setting expectations. […]
