Tag: marketing
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Try not to insult your audience
I keep thinking about that catastrophically bad Apple commercial for the new iPad.I can see what they were trying to do, to say that all these tools could exist inside their new, skinnier iPad. But the way it read to people who care about painting with paint and playing tactile instruments was that iPad was…
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Bar oil and tailored messaging
I just spent a paragraph explaining to you what bar oil is. It’s not because you’re dumber or smarter than professional woodsmen, it’s because a message only works if you know who the audience is and what they care about. If you run in software circles, it’s easy to believe that we’re all talking about…
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Identify the problem, then offer the solution
You’ve got trouble, right here in River City It starts with P and that rhymes with T and that stands for trouble. The good people of River City were not dying to spend a lot of money on trombones and band costumes because they’re shiny. It’s because they understood a new problem and wanted to…
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Team-led Growth
Product-led growth starts with making individual contributors (often developers) want your software so they campaign to get their manager to purchase it. I mean, there’s a lot of nuance to it, but that’s the basics. Sales-led growth is when you convince someone with a lot of corporate power that your product can solve their problems,…
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The containers of yesterday and the content of today
There are almost no logical places to put a 60-inch tv in a craftsman foursquare house. The house is built for light and air and an era where the home entertainment center was a piano and a victrola. Where meals were eaten at a dining table and gas lighting and coal boilers were the order…
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Write the Docs: No Pitch Hot
I love impromptu speaking when I get to do it, and Write the Docs had open signups for lightning talks. I wanted to explain the thing I keep teaching founders and all the awesome people I keep coaching: No one cares. No one cares about the thing you want to tell them about as much…
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Stickers, A Love Story
When I was in elementary school, I won a science fair, and travelled to the far-off land of Moscow, Idaho for the state competition. While there, I spent some of my food money on the most magical sticker ever. It was a gleaming metallic unicorn with rainbow colored mane and tail. It brought me joy…