• Archive for July, 2011

    How to Apply Scott Cook and Clayton Christianson’s “Job” Advice to B2B Companies

    by  • July 25, 2011 • Marketing, Positioning and Messaging • 0 Comments

    One of my favorite marketing articles is “Marketing Malpractice: The Cause and the Cure,” written by innovation guru Clayton M. Christensen, Intuit cofounder Scott Cook, and Taddy Hall of the Advertising Research Foundation.

    Published in the December 2005 issue of Harvard Business Review, the article teaches important lessons about developing and differentiating products in today’s crowded markets, including crafting the most effective messages.

    Here’s the link to the article, a synopsys, and how to apply their lesson to B2B companies.

    Read more →