Resources

In 2007, I had my final fond farewells with a mid-sized software company that had acquired my last startup. In thinking about what to do next, I spoke with some friends and industry colleagues who unanimously recommended I capture my thoughts about my marketing experiences and the lens through which I view them in an e-book.

The result is “Marketing Unboud,” which is available here and is, of course, free.

The book builds the marketing function around three critical “aspects:” presence, authority, reputation. As the nature of marketing has so dramatically changed over the past twenty years, so too must the framework that governs how you create programs, assess their performance, and fine-tune them as you go.

The book is built upon the premise that great marketing today is about finding the community(ies) in which your business can thrive, finding alignment between those communities’ interests and your company’s capabilities, and managing the dynamic between presence, authority, and reputation to maximize your effectiveness as a partner to members of those communities.