Incompetency & Fakeness Is Amplified in the Digital World
In a world where the existing jobs are fewer than the many people who need them, many people will do all it takes to secure jobs, compete, over-promise, lie and come across as someone they are not to get ahead. This is faking incompetency. I work predominately on the world wide web. This is mostly an unregulated open field for anyone and everyone to claim themselves as experts. I am going to go out there […]
3 Go-to Social Media Channels For Technical Brands
Most industrial social media programmes get cancelled in their first year, and the reason is nearly always the same. Somebody bought social media expecting lead generation, and it did not generate leads. It was never going to. That is not a failure of execution, it is a category error about what the channel does. Here is what it actually does for a technical brand, and here is how I would choose where to spend the […]
Creating Buyer Personas – Detailed Guide
Most buyer personas are fiction with a stock photo attached. “Marketing Mary, 42, VP of Marketing, enjoys yoga and podcasts, values efficiency.” Nobody has ever made a decision because of that document, and most of them end up in a slide deck that is never opened again. The reason they fail is not that the research was lazy. It is that they describe the wrong thing. They describe a person. What actually predicts a purchase […]
Taking A Deep Dive: Marketing Technical or Complex Engineering Brands (With Examples)
Technical companies usually think their marketing problem is that the product is hard to explain. It almost never is. The product is explainable. The problem is that the people deciding do not all understand it, and they are deciding anyway. Forrester’s 2026 study of nearly 18,000 business buyers found an average of 13 internal stakeholders plus 9 external participants influencing a purchase. Some of those people are engineers who can read your spec sheet. Most […]
Videos On Homepage That Work & Video Storytelling Framework (With 5 Examples)
The homepage video has one job, and it is not the job most companies give it. It is not there to explain what you do. Text does that faster and the viewer can skim it. It is there to prove that a real company with competent people stands behind the page, which is something text cannot do at all. That distinction decides everything about how the video should be made. If the job is explanation, […]