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How to make your Marketing dollar work more – The Art of Conversations

8 Oct

When I think of marketing, I see at least three areas where marketing needs to impact to be effective.

Make Effective Online Marketing Contents, Collaterals, and Web sites

What if I make a beautiful mousetrap and they never show up? But what if they show up and find that your mousetrap is not what they wanted. Or if they find that people who sell these mousetraps are not-friendly.

Everyone is working in Marketing

What if I make a beautiful mousetrap and they never show up? But what if they show up and find that your mousetrap is not what they wanted. Or if they find that people who sell these mousetraps are not-friendly.

Some good conversation starters

Conversations about the company in the customer and prospect’s world. What are they talking about? Why are they talking about it? How am I affected by it?

Good if you are part of conversations. Excellent if these conversations are favorable towards you. Worst if you are not part of any of these fierce conversations.

Think about possibilities that a positive product review can release on your market.

What if you could influence these conversations. Shape the discussion in the conversation-space.

using marketing – strategy

Good news is that a lot of people have been thinking about these issues and we are not alone.

Here is a list of a few resources that can get you started- Marketing’s Role: Dispatches from the field.

[still refining it. Stay tuned……]

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Sustainable Product Design

5 Aug

How to design sustainable Products?

I am interested in sustainable product design. I encountered a good resources on designing sustainable products, well here it is for your green pleasure. It is from Business for Social Responsibility (BSR) and design and innovation firm IDEO, Aligned for Sustainable Design: An A-B-C-D Approach to Making Better Products. The objective of this report is to educate companies about how to create internal and external alignments that will allow them to achieve their sustainable design goals. But first….

Why design sustainable products?

At least one of the reasons is cost. Companies are already made to pay for recycling these products. Soon consumers will also pay for their waste. For example, recently in Toronto the city has started charging the building owners for the waste they produce. City is encouraging the building managers to do more recycling.

In the past one really do not have to care about which box you through your coffee cup in, waste or recycling. But now you must care.

Product Life-Cycle and Product Re-Cycle

A good product designer must think about all aspects of a product life cycle. May be we have think of products not in terms of cradle to grave, but rather from Cradle to Cradle.

Talking about what matters to you.

7 May

Its been a little while since my last post. I have been up to quite a lot. Here are some of these:

  1. Comedy Improv
  2. Product Management
  3. Contact Improv
  4. Capoeira
  5. Usability of things
  6. Walks around the High Park
  7. Influence Strategies

Evolutionary Design, or design using evolution – a work in progress

10 Aug

Lets say we met in 1995, and you just got your first email address. What would have been your response if I asked you, “so what do you think this Internet thing will be like in next ten years?” I am sure you could have predicted the whole www web and its changes, and web 2.0, and Google, and YouTube, and Facebook,……. Right!

Evolutionary Design

May be you would have, but I could not? Future is pretty unpredictable.

Now, lets imagine we had a product called Evoneng, the worlds first evolution engine. To use Evoneng, you just put a product, an idea, or a phenomenon in front of it ask it to tell you, what it sees in say 5 years, 10 years or longer. Instead of just crystal balling, it uses the well tested process of nature’s evolution.

EvonEng might have come up with various combinations and we could have predicted trends like global village, social networks, return of craftsmanship etc.

Good idea for some science fantasy, right!

Not really. Its already happening.

Something on these lines is already being developed. I was researching more information on this idea to see what is out there. Here are my references (finds) so far:

Evolution and product design:

http://www.icosystem.com/articles/business/Bonabeau…

Evolution used in game design: Spores

Its a very good example of how evolution is used in game design. Its a bit techy and full of game design jargon but you can appreciate the basic theory and how its implemented in actual design.

Evolution in game design at gamedev.net

http://www.gamedev.net/reference/articles/article1…

Hunch: Eric Bonabeau’s Hunch: is using evolution as part of discovering things.

http://www.technologyreview.com/Infotech/17397/

and here is Eric’s company that uses evolution, exploration to find drugs for the pharmaceutical industry

http://www.icosystem.com/apps_marketplace.htm

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Next steps

Seeing the interest of so many of you in this subject I have decided to put a detailed post or an article very soon. Check back soon or bookmark this page. For those a bit more technical souls you may click here to subscribe to my RSS Feed.

Keep creating.

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To post or not to post, that is the question

7 Aug

Are you like me? Your blog is turning into a nagging, needy friend asking for your attention all the time. You are supposed to meet everyday even when you have nothing to talk. And your blog posts are turning into small talk, the casual and informal chit chat; “So howz going?” equivalent in websphere.

Blogging introvert or extrovert: Who am I?

I was thinking about my relationship with my blog. Am I suppose to post daily? What should be the depth of my contents? Am I expert (connected into things) enough to talk about something daily? or am I willing to use my blog as a place to crystallize uncooked ideas. What should I do?

Thanks to , the usability master, there seems to be a solution to my woes: write articles, not blog posts.

So that’s what I will do- I will have natural depth in each blog post and let the nature of my exposure to the subject and my need to talk shall determine the frequency of posts.

I might still post these small posts but I would not be compelled into writing daily and hence adding to Internet-clutter. I will try to come up with a little more than a heading and a talkback url for my posts.

the famous author in his non fiction book, “On writing,” described a technique for fiction writing but its very relevant for bloggers as well. Here is the essence of it, my paraphrasing,

“write with the flow, describing as and when the ideas come. Write, till you hit a conclusion of sort. Leave it at that point. Then revisit it later; take the ends that needs to be expanded and do a second round of “going with the flow“. Eventually you will cover the subject exhaustively.

When editing, look for patterns, roadmaps, ideas, unique things. You will often see a structure, a natural progression of ideas. Its almost like the way we talk; it will flow.”

Another way to look at it will to think of a journey on a highway. Its like traveling to side roads and small towns while  I am heading towards my destination. Hence enjoying the ride, seeing the city (subject) in a more natural  “as it comes to me” way.

water flows, wind blows

Action: Put posts that are with some depth and stay away from tendency to post for the sake of posting.

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Wiki and Product Management

31 Jul

“Don’t ever answer the same question twice”, this is the advice Jeff Lash gave to product managers on his blog, How to be a good product manager.

Pragmatic Marketing framework also suggests to get out of firefighting mode (tactical) and become more strategic.

If we need to accomplish this objective we may use Wiki. Wikies could be a good source for product managers to post information about products, sales processes and collaterals and allow the sales team to find it at a centralized place. Sales team can edit and hence share their experiences, and hence create a collective knowledge about product, customer, and market dynamics.

Think of a scenario in which Sales discusses their “secret” tactics to use the promotional material to get a “close”. Think of that being part of new-sales execute informal training. Think of it being done by the very people who are in the marketplace. So a tone, voice, language and style more conducive to sales teams.

Now take this further and think of a production/development manager adding a comment to the discussion highlighting the methodology, the technique, the production value to that discussion and editing that in the Wiki. So sort of closing the knowledge loop. Sort of behind the product’s front end scene thing.

Now imagine a Finance guy adding further a financial commentary as to what is more financially viable in all effective sales methods. A phone call – yes. A visit to customer’s head office in Milan – no. A conference call to customer’s head office – well may be.

Hence it starts a dialogue and its not being managed (read: labored) by a single person. The collective wisdom of groups, in this case the whole company, is building it up.

Lets think of it as Product Management 2.0, a more social, democratic use and creation of information.

 

 

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Meet Charlie in Enterprise 2.0

26 Jun

We all know the theory, but here are the words in action. What is Enterprise 2.0 and how will it affect my life?

Here is more animated, creative, easy to understand presentation. Enjoy.

 

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