Stage 3 Marketing
Marketing for non-marketeers, lesson 5 As an engineer entering the land of entrepreneurship, you know (over simplification warning) design can be split into two philosophies: hack & patch, or engineer it. I suspect that all but lazy people would prefer the “engineer it” method over “hack & patch.” Unfortunately, we […]
Minimalist Market Segmentation
Marketing for non-marketeers, lesson 4 As an engineer entrepreneur, you’ve probably heard the phrase “market segmentation.” If you haven’t, you really should have, and, well… now you have. It is one of the more important components of marketing. Like many others, it can seem intentionally obscure and overly complex. If […]
Secret Dialects of Marketing
Marketing for non-marketeers, lesson 3 Much of marketing can be summed up with the word “communication.” It’s communicating about a product or service, about wants and needs, or the past and the future. Good marketeers take this to heart and work hard to understand their market. But, it’s more than […]
Millennials Need Not Apply? Boomers?
Do you know how to get past your biases and market to “the other” generation? Are they just too mysterious? Well, I don’t give a flying fig if you’re a millennial, a boomer, or anything in between or outside. It’s not about the label. It’s about doing what you’re paid […]
An Engineer Entrepreneur’s First Brand Lesson
Marketing for non-marketeers, lesson 2 If you’re an engineer starting a business, do you need to worry about the business’s brand? In a word: yes. You don’t need to make a big project out of it at the start. It can be as simple as a collection of notes. But […]
What is Marketing in the world of Engineers?
Marketing for non-marketeers, lesson 1 Good marketing requires a black-box of arcane knowledge and magic spells – or does it? No, despite what many marketing folks would like you to believe, it does not. While marketing can seem mysterious, it really comes down to a few key tactics. Even in […]