You don’t get to chose your audience; your audience chooses you

How does a brand acquire an audience? Not just by fulfilling a need. Not even just because people fall in love with the product. A loyal audience, the first 1000 fans, fall in love with the company because of the people behind it. Because of the human story: their genius, their passion, their care, their courage, their integrity, intellectual honesty, their journey. But also: their flaws and failures.

Continue Reading

Why it’s hard for companies to go from level 2 to 3 (and what to do about it)

Many companies have a great opportunity to grow their business with a more integrated marketing & sales programme, whereby salespeople benefit from the intelligence that marketing gathers about leads, and marketing benefits from the intelligence that salespeople feed back from their conversations with customers and prospects.

Continue Reading

Love is underrated

In order to discover and formulate a focus and a strategy, businesses should identify (1) what their people (would) most love doing, (2) what they are – or could become – better at than anyone else, and (3) where market demand for their output is – and will be – the greatest. So, next time you iterate on the direction, positioning and focus of your business or brand, I suggest you take a good look at what your people love and could excel at.

Continue Reading

Does your C-suite need to know how to ‘do’ digitalisation?

Last updated on June 9th, 2018 at 18:30 hrs.

Wow. I didn’t see that one coming. It was a remark by someone (I don’t wish to put anyone on the spot) in the audience at a business panel in Mikkeli last month *1). They basically said – and I’m paraphrasing from Finnish:

“Well, a company’s leadership doesn’t need to know *how* to carry out digitalisation. That’s for their staff to know.”

As it happened, I had just been ‘spontaneously volunteered’ to the panel and asked to respond to the thesis on this slide:
(more…)

Continue Reading

How to hack ‘born global’ marketing? #Slush16

Last updated on June 15th, 2018 at 08:05 hrs.

Slush is not primarily about growth marketing.

Correct me if I’m wrong, but as far as I know, there is no export hacking, international marketing or digital sales track at Slush Helsinki. Maybe it’s time for the ‘born global’ startup community to have a conversation about allbound growth marketing.

The reason I take an allbound perspective is because I believe that in many cases, a combination of content strategy, inbound marketing & sales, and paid media offers the best chances of success.

This country is in dire need of export growth as it is still struggling to compensate for Nokia’s demise. (more…)

Continue Reading

Stay on top of Helsinki #Slush16 with Twitter lists and Nuzzel feeds

Here’s an idea that may help in curating Slush16, or the social news and information coming out of Slush Helsinki this week.

Step 1: If you will attend Slush16, send the following tweet:

@slushdotblog #attendingslush16 #slush16

Like so:

and your twitter handle will be added to the public Twitter list https://twitter.com/slushdotblog/lists/attendingslush16

Step 2: If you will be on stage at Slush Helsinki this week, send the following tweet: (more…)

Continue Reading
  • 1
  • 2
Close Menu