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

    by  • July 25, 2011 • 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.

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    How to Tell if You Have the Curse of Knowledge

    by  • May 31, 2011 • 0 Comments

    The Curse of Knowledge affects sales and marketing people when becoming steeped in a technical domain causes us to stop recognizing when we use words or ideas less familiar to others. But how do you cure someone of the Curse of Knowledge when they don’t realize that they suffer from it?

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    Why Twitter’s Influence is Over-Rated for IT Leads

    by  • May 23, 2011 • 4 Comments

    If you took a poll, you’d get an extraordinary percentage of IT managers admitting to using Twitter, suggesting marketers should invest resources in Twitter to reach IT managers. But IT execs’ Twitter use may be limited to events and non-IT posts. The real test of Twitter’s value for reaching your prospects can be measured by the volume of leads from Twitter reported by Google Analytics.

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