Less is more with some on-demand software

There are many situations where, from a marketing perspective, less is more. In these instances a smaller number of features improves a product. One is when you want to add a coolness factor. Examples: Take some of the modern shock absorption away from a motorcycle and you’ve got a retro “hard tail” ride. Take away …

Thank you, Macromedia, for giving us the next killer app

In a client meeting the other day, we were discussing with several individuals in the company their soon-to-launch international sites. The sites, which will have domain names in various European and Latin American countries, showcase the same streaming videos (with appropriate translations). So my team was asked a reasonable question: Will anyone have trouble playing …

Attention B2B marketers: Your prospects are tired of white papers

In working with clients who sell to other businesses, I and my team are witnessing something I can only characterize as white paper fatigue. Remember when a truly well-written white paper that you could download from a corporate site was, although never truly a novelty, at least a welcome way to consume important information? Me too. And it …

The chasm between IT and “the suits” remains wide and deep

My work is the management of a decidedly mixed marriage. The business I oversee, which is part of an advertising agency (filled with your more traditional businesspeople), is chiefly populated by technologists. And we know how well these two groups get along. So it is my delight to report that for the most part, we all get along quite well, thank …

Two good resources to prepare yourself for the next 10 years

Thanks to Seth Godin for reminding me today that many readers may have missed the hoopla on Chris Anderson’s long-awaited book, aptly titled The Long Tail. This is an important book for those interested in the future of marketing and business design. It reports on a paradigm shift that we all need to get our heads around, in a …