Tag Archives: technology marketing

Icebergs & Solution Launches

It’s what lurks below that drives solution launch success

Icebergs: pretty, grand, glistening in the afternoon sun. The stuff of movies. And even disasters like the sinking of the Titanic.

And yes, these icy wonders share more than a few traits with solution launches.

The process of launching a new solution is much like an iceberg. The most important trait? Just like an iceberg, you see only 10% of the effort above water. Up top and above the water, everything looks shiny and crisp. Pretty even. But just like an iceberg, a launch’s success is based on the 90% of effort, the foundation below the surface — the planning and preparation that sit well below the surface, invisible to the public and to many of your colleagues. Oh, and yes, just like an iceberg, a bad launch can, well, sink a ship. Yikes.

Let me explain. Continue reading →

Content Marketing: 5 Things You Should Know

– By Steve Robins

Jon Kranz Speaks at BPMA

Content marketing is a core part of the educate and engage phase of the SIVA or SEVA model.

Last Thursday, I had the opportunity to hear Jon Kranz present at BPMA (Boston Product Management Association) Content Marketing. I’ve heard Jonathan present before and once again, he didn’t disappoint, adding new insight to content marketing (i.e., marketing using content). I recommend two of his eBooks, the eBook eBook (seriously) and The Content Marketing Playbook (coauthored). If you’re a solution marketer, sooner or later you’re going to need to use content marketing. Here are 5 things that you need to know about content marketing: Continue reading →

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Tagged as Access, blog, Blogging, BPMA, Content Marketing, Eduction, Engagement, Information, Jonathan Kranz, SEVA, SIVA, Solution Marketing, Steve Robins, technology marketing, The eBook eBook

Apple: Honey I Forgot the Customer!

– By Steve Robins

Did lack of customer field testing cause iPhone 4 antenna woes?

Yesterday, Apple’s Steve Jobs came clean about the Apple iPhone 4’s woes and offered free prophylactic bumper cases to prevent signal degradation when users touch the iPhone 4 antenna in the wrong place.