Archive for December, 2006

Not in the middle

December 18, 2006

“Make sure that you select one generic strategy. It is argued that if you select one or more approaches, and then fail to achieve them, that your organization gets stuck in the middle without a competitive advantage”

[Michael Porter]

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Small projects

December 18, 2006

“… When you start a project, you need good design and programming skills. However, creating a bazaar requires management skills, and that is something which many programmers don’t have. I therefore believe that there are many small projects which could be much more successful …”

[Bruce Byfield]

Marketing presentation keys

December 17, 2006

1. Relevant: People care about things that are relevant to them and their situation. To make a story relevant you need to get inside your audience’s heads. The more you understand how they see the world and what they care about, the more relevant your story will become.

2. Unique: The benefits you describe need to be unique to you and available nowhere else. If your benefits aren’t unique, you will become commoditized, and people won’t why they should come to you. You might have a great story that gets great results for someone else!

3. Memorable: The story must not only hold people’s attention, it’s got to be easy to remember. You can’t always control the timing, so you need to be sure people can recall the essentials at a later date. You also want a story that’s interesting enough to pass on to others, and easy enough to tell that people tell it consistently.

[Communication nation]