SOHO Marketing

An Effective Positioning ≠ Outside of the Box Thinking

November 1, 2010

I read something interesting at the gym last week in Seth Godin’s latest book, Linchpin. Artists don’t think outside the box, because outside the box there’s a vacuum. Finding an effective positioning for your business won’t come from thinking outside the box. It will come from re-imagining the box you are in, the market where [...]

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Hub and Spoke: A Customer Marketing Strategy for the Rest of Us

February 22, 2010

I have a number of what I call bottom drawer clients. These are usually small projects, projects you can fit in a bottom drawer, for very small businesses without a lot of resources. I don’t make much from these clients but I learn a lot working with them, so it’s not completely gratuitous, and they [...]

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Are you stuck? Enter through the side door

March 26, 2009

Finding effective business innovation is difficult. It is especially difficult for entrepreneurs because they are so close to their business. How do I do it? How do I find the new insight, the business innovation that will take me to the next level? One way is to get some outside help to find the side [...]

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