Marketing strategy

Comfort is your real product; your character is where it comes from


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The entertainment industry tends to portray people in business as greedy, selfish jerks. I spent a number of years in that industry, and I can understand why they think that way. Most of the people in power in that particular industry really are greedy and selfish.

Your very own demographic: The power of "Quirks in Common"


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"What I do is call my client's customers . . . " I said, in a dinner conversation with a marketer, at a conference.

“And they all say something different,” he interrupted, proudly, and laughing, because this was his own favorite rationale for not calling his own customers. 

7 Conversations That Will Change Your Working Life


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As you read this, you are seven conversations away from higher revenue - and making The Shift to customer-centricity. Take it from someone who has "been there, done that" - Dan Fylstra, CEO of Frontline Systems, who writes:

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Jim Farley - a marketer with courage - interviewed by Brian Solis


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Here's one of the best interviews I've seen in a long time.

Brian Solis, who is always interesting, is interviewing Jim Farley, Ford's Group Vice President, Global Marketing, Sales and Service (how's THAT for a lot of responsibility?). Jim is a wonderful example of a customer-centric marketer, a true thought leader.

He reminds me how important it is for marketers to have courage - but that courage can only come from a personal understanding of how customers really think. He also shows how marketing can LEAD a company, by understanding, communicating, and leveraging his knowledge of the customer's experience.

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The Biggest Mistake that Marketers Make


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I recently gave two keynotes for MarketingSherpa's B2B Summits, and am also doing some webinars for MarketingProfs. Prior to these events, I interviewed marketers who would be attending, so I could meet my goal of delivering presentations that were helpful, eye-opening, and radically career-enhancing.

These interviews are a good example of the Roadmap method in action, and the results were predictably successful. When I did speak in Boston and San Francisco, no one was doing their email or playing with their iPads while I was speaking, and there was a long line of very enthusiastic marketers getting their books signed after I spoke.

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