Crossing the Chasm and the mitigation of risk

When Geoffrey Moore’s “Crossing the Chasm” first appeared 20 years ago it became an instant hit and an inspiration to successive generations of technology marketers. In fact, I can’t think of any single book that has had a more powerful (or, in the early days, disruptive) impact on how I think about taking technology products […]

How to create compelling content

“What am I expecting my audience to do differently tomorrow?” If you can’t answer this question after consuming a piece of content, then what was the purpose of the communication at all? All too often we finish building our content piece, summarise what we have written, and then fizzle. Or we deliver a vague or unrelated product […]

align.me appoints David Gomez as Funnel Coach

align.me appoints David Gomez as Funnel Coach 24 March 2014, Melbourne – align.me is pleased to announce the appointment of David Gomez of Business Coaching Firm, as an accredited Funnel Coach. After successfully completing his sales and delivery accreditation in Atlanta on the 7th of February, David Gomez will now sell and deliver Funnel Academy and Funnel Camp […]

How to position your brand in the category

We get this wrong all the time. Businesses seek “brand awareness” in order to position their brand prominently in a given category. Unfortunately, while this is all fine and dandy in theory, it is inevitably followed by salespeople complaining about the marketing departments feeble attempt at positioning the qualities of their products and services relative to competitors. Getting your […]

align.me appoints Arturo Chávez as Funnel Coach

6 March 2014, Melbourne – align.me is pleased to announce the appointment of Arturo Chávez of Business Coaching Firm, as an accredited Funnel Coach. After successfully completing his sales and delivery accreditation in Atlanta on the 7th of February, Arturo Chávez will now sell and deliver Funnel Academy and Funnel Camp across Latin America. Arturo […]