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Comments
Doug Kessler January 30th, 2012
Faster! Sharper! Less process and more market impact!
I really like the ‘do more, faster and iterate’ approach.
Check out the Extreme B2B Marketing deck that goes along these lines:
http://www.slideshare.net/dougkessler/extreme-b2b-marketing-1210288
Jason Ball January 30th, 2012
Great post.
Too many marketers spend their lives endlessly reacting (too slowly) to events. By the time they have the ‘perfect’ answer, the opportunity has passed and the world has moved on.
Keeping it lean and fast offers the opportunity to get inside this cycle and begin to be the company that everyone else must react to. And that’s a pretty powerful position to be in.
For those interested, some of this thinking (including that of Eric Ries I believe) is based on the ideas put forward by American fighter pilot John Boyd who created the idea of the OODA loop.
OODA stands for Observe, Orient, Decide and Act, and is all about getting inside the decision cycle of your opponent. There’s a good article at: http://venturehacks.com/articles/certain-to-win
Giles Farrow January 30th, 2012
Lean startup has a lot to teach marketing.
My biggest takeaway is validated learning.
A/B testing is useful but doesn’t explain why one is better.
Instead prepare a vision for why people want to buy. Set out your underlying assumptions / hypotheses. Test them using quick MVP marketing use this data to prove or disprove your theory.
That’s validated learning.
Now you know why a marketing approach works, you can do more. And invest more on marketing you know is going to work
Stacey Hylen February 1st, 2012
Great question that a lot of companies should be asking. With the digital age marketing can and should be moving faster. You can test messages and ideas on social media sites to see what your market responds to and wants and interact with your customers and prospects. Then you can run with the feedback you have received.