Join us for another Marketing PRACTICE Meetup, Tues., Jan 21st

You are invited to join us for another
Marketing PRACTICE MeetupTues., Jan 21st

Think you know Marketing?

Silicon Valley startups today typically flood the net with digital marketing—ads, emails, games, videos, polls and such—pushing products and services that have no discerning or lasting value to hardly anyone. This marketing approach clearly illustrates why 90% of all startups fail.

The virus among the new order of entrepreneurs is the belief that adding more tech can accomplish…anything. Unfortunately, SEO tricks over valuable content—selling benefits fulfilling a desire—or blindly following A/B test results, or relying solely on analytics, doesn’t actually sell much.

Applied Behavioral Marketing—Foundation, and Forward,” is a 50 minute talk that first renders a functional template of the Marketing process, then provides doable, actionable steps to create real-world campaigns that will SELL your offerings.

Attendees will learn:

  • MARKETING Defined—a framework for utilizing the Marketing Process.
  • Real-world, applied Marketing PRACTICE (not academic theory), for creating campaigns that SELL your offerings.
  • How to utilize the CTA (Call-to-Action) to build brand awareness, engagement, and conversion.
  • Lean Marketing resources to build, brand, and grow your business.​

Join Us in Sunnyvale, CA, Tuesday, January 21, @6:30p.m., for this practical, actionable, real-world Marketing PRACTICE Talk.

Register Here







Think You Know MARKETING?

MBA to Marketing Novice, this LIVE #Meetup is MARKETING defined, then APPLIED to create real-world campaigns that will build, brand, and grow your business.

Applied Behavioral Marketing

Attendees will learn:

• MARKETING Defined—a framework for the Marketing Process.

• Real-world, applied Marketing (not academic theory).

• How to utilize the CTA (Call-to-Action) to motivate response.

• Marketing Practice to build, brand, and grow your business.

Join Us in Sunnyvale, CA, Tuesday, January 21, 2020, for this practical, actionable, real-world Marketing PRACTICE Talk.

LIVE "Eye-Opening" Marketing PRACTICE talk, TOMORROW Silicon Valley

LIVE “Eye-Opening” Marketing PRACTICE talk, TOMORROW Silicon Valley:
https://www.eventbrite.com/e/product-validation-through-productization-tickets-80086150833

Product Validation Through Productization,” is a 50 minute talk on the process of becoming intimate with a potential, or developed offering. It is essential to understand what we’re selling, to be able to market it effectively.

Neglect to productize each offering, and at best, you’ll likely waste a lot of time and money on misdirected marketing that gets little traction. At worse, ignoring Productization leads to business failure. The Productization process produces tightly-targeted marketing that gets clicks, tries, and purchases of every offering.

Attend this “Eye-Opening” Marketing presentation, and learn the equation for validating each and every idea, or developed offering (better late than never!), to get marketable products and services of value, for profit, to build, brand, and grow a business.

Please join us, free, for this Silicon Valley Marketing PRACTICE Talk:
Tuesday, December 10th
6:30 p.m. – 9:00 p.m.

SVI-HUB, Sunnyvale

Event Registration

https://www.eventbrite.com/e/product-validation-through-productization-tickets-80086150833

How to Start Up Lean

Entrepreneurs,
This is one of the most useful business-related book series you’ll ever read.
Lean Startup Entrepreneurial Series makes starting and marketing a business doable, in 3-steps, step-by-step—Marketing PROCESS, not theory or startup stories—the practice of marketing a business to thrive: https://www.amazon.com/dp/1732543100

Good luck on your startup journey!

#business #venturecapital #startups #founders #entrepreneurship #startup #entrepreneurs #mompreneur #smallbusiness #MVP

Your Job Suck? Make Your Own!

Have an idea for a product or service, but have little money, and no clue how to create a business? Perhaps, you are currently marketing an offering that isn’t selling much, and you’d like to get more attention from your marketing efforts?

Lean Startup Marketing teaches the RAF Marketing Method of turning ideas into offerings of value, for profit. This three-step process gives you practical, doable steps to build a sustainable business, and get the greatest response on your marketing efforts, at launch, and beyond.

Bestselling author, and Stanford marketing instructor, J. Cafesin, takes you on the journey of your professional career—creating your own business—from idea through launch, at little to no cost. 

LSM Workshop 1: PRODUCTIZATION, is the process of getting intimate with your idea, or developing product. Neglect to productize your offering, and at best, your marketing efforts will get little traction. At worse, ignoring Productization leads to startup failure. Productization must happen before BRANDING (Workbook 2). Implementing the steps of Productization, in order, allows you to produce tightly targeted marketing campaigns that motivate viewers to click, try, or buy your offering.

• MBA to marketing novice, Workshop 1: PRODUCTIZATION provides all the marketing you’ll ever need to know to become proficient at marketing…anything.

• Create Productization Lists filled with content to use in your branding, marketing and ad campaigns throughout the life-cycle of your business.

• Identify Target Markets and Users who will likely buy your new offering.

• Construct an Elevator Pitch to succinctly chat up your new venture.

• Perform Competitive Analysis, and find differentiators that make your offering unique.

• Choose an effective Profit Model to make money on your offering.

• Project Horizontal and Vertical markets for current and future offerings.

LSM is not marketing theory. Each workbook, filled with slides, challenges and assignments, is a step-by-step guide you’ll refer to again and again, to assure you are on the proper path to building a thriving business. The LSM series provides specific, low-budget, actionable steps for marketing your offerings, to sell directly, or launch your first offering as a profitable startup. It’s time to become your own CEO, and create a career you love.

LSM Workbook 1 is available here:

In Print (recommended): https://www.amazon.com/dp/1732543100

Ebook (slides appear smaller): https://www.amazon.com/dp/B07L9LC8NS

On Being Cool

Had a meltdown on my tween son when he asked, yet again, for an iPad at breakfast this morning.

Before the iPad he wanted a laptop. He insisted he needed my HP the moment I purchased my Toshiba, though could give no reason why he had to have it since he had a powerful PC with an enhanced graphics card for gaming in his room. After weeks of needling me I finally gave him my old HP to share after backing up [mostly] everything. He loaded the same games he had on his PC and played them in bed on the laptop for about a week, until he inadvertently downloaded a virus [that ironically sold security software] which destroyed every program, every file including seven years of my labor. Between ‘mostly’ and ‘everything’ turned out to be the Grand F**king Canyon.

Prior to the laptop he needed an iPhone. He’s had a cellphone since the 5th grade, when he started walking the quarter mile home from school. In the two years he’s had it, he forgets it at home most of the time unless I remind him to bring it with him. More often than not the phone has no charge because he doesn’t remember to charge it. Though all his friends have cellphones, he’s exchanged numbers with no one, and this seems fairly typical among his contemporaries upon inquiry.

Before the iPhone he had to have a video camera, which he used a few times to tape episodes of Sponge Bob off the TV so he could view them later through the camera’s viewfinder. That lasted about a month until he tired of it and he hasn’t touched the camera since.

An iPod was before the video camera. I use his iPod when I’m recharging mine since in the four years he’s owned it he’s used it maybe 10 times collectively.

He sat at the kitchen table this morning eating his cold cereal telling me how badly he needed an iPad. They are so cool, he insisted, giving me his puppy face, and good for school, though was unable to define how since a PC with internet access was all his middle-school required. He kept at it throughout breakfast, bargaining away all other gifts for his upcoming birthday in exchange for just one iPad2.

And I blew a gasket.

He wanted too damn much! He asked for too much with no purpose. What the hell was the point of all these things when he didn’t even use them?

To be cool, mom, he said through tears.

His palpable shame was a knife through my heart. At 12 years old, crying had ceased to be acceptable except in tragic situation, and me yelling at him wasn’t one. I sat down at the table adjacent to him and stared at my son, fighting tears from overwhelming me as well.

Being cool isn’t about what you have, I reminded him gently. Cool is about what you are, who you are, what you do that makes you special, separates you from the crowd. He was a straight A student, in advanced at math, played electric guitar, but every accomplishment I pointed out just made him cry harder.

None of that matters, he insisted. No one cares about that stuff. And being a nerd might pay off later but right now no one his age knew or cared who Bill Gates was, he said, throwing my refrain back at me.

Your dad would ask why cool matters, was the lame response I came up with. I knew cool mattered, even to me, but especially for a kid becoming a teen.

It just does, my son assured me. And I’m not, he added shakily, unable to stop the new round of tears.

My heart in my throat and struggling to swallow back my own tears stopped me from lecturing, but I again reminded my son that iPads and iPhones and video cameras are tools, nothing more, and possessing them doesn’t make one cool.

Yes, mom, he patronized me. But an iPhone is still cool, and so are iPads. I felt him lighten before I saw him grinning to himself.

They are cool, undeniably, which makes the engineers who invent Apple’s products cool, but not so much the people who use them. I needed to be sure he understood what cool really is, and perhaps remind myself as well.

Michael has an iPhone and an iPad and he’s totally popular, my son insisted. Everyone likes him. He has tons of friends and no one picks on him, ever.

Cool means Popular when you’re 12, and I suppose even for adults. Most of us want to be liked, admired, feel special, unique, seen as cool. But I knew Michael wasn’t popular because of his iPad and went about trying to enlighten my son without losing his attention. I spoke of Michael’s extensive involvement with his church, attended by many in our area. I pointed out Michael’s rather jovial demeanor, and reminded my son that his friend was also an avid sportsman, into soccer, basketball, baseball…etc, the ultimate key to cool for kids in school.

Perhaps Michael’s popularity had nothing to do with his iPad, I suggested. And to further my reasoning I asked, If Evan had an iPhone or iPad do you think he’d be more popular?

Evan is a jerk, my son proclaimed. He’s mean and rowdy, and he has an iPhone, mom. His eyes seem to sparkle with awareness of his own words. Then he smiled. He got it, and I smiled, too, for about a second, until his expression darkened again. But I’ll never be like Micheal, do what he does. I’m not discovering religion any time soon, and I suck at sports and don’t really care about ’em, and I’m not exactly what you’d call upbeat.

And I’ll never write like Stephen King, or Ray Bradbury, or John Fowles—

Who are they?

Famous authors you’ve obviously never heard of. Forget it. Tell me, who else is cool, dude? Name five, other than your friend Michael. Anyone, doesn’t have to be one of your contemporaries…

Greenday, he looked to me for approval.

Okay. Who else?

Death Cab [for Cutie] (another rock band). Thomas Edison. Einstein. And Jason, at school. All the girls really like him.

I laughed. Why?

I don’t know. He’s short but kind of buff already, I guess. He’s on the track team and the basketball team and he tells everyone he lifts his dad’s weights. He’s really into working out.

And what do all five you just named have in common?

He fiddled with the remainder of the Crispex in his bowl as he pondered my question.

They’re all good at something.

And how do you get good at anything? yet another of my canonical refrains.

Practice.

You bet. Find something you love, that turns you on, and work at it, my beautiful son. Practice your guitar more and become a great musician. Invent a new video game instead of playing someone elses creation. Learn how to program and develop apps, show us you need an iPad as a tool to create with.

He brightened, smiled at me. I had his full attention again, my reason for slipping in the iPad comment.

Owning an iPad is easy, my baby, and meaningless, just one of many who do and more who will. Creating with one is cool. Cool is as cool does, kid. Pursue a passion and you’ll be engaged, entertained, and so enraptured in the process you won’t notice or care if you’re popular. And how cool is that! ; – )

You Are Not Safe

I’ll never forget the first time I saw the world wide web. It was 1995. I was in my rented townhome in Alameda, a small island on the east bank of the San Francisco Bay. I already had a dial-up modem plugged into my Mac LC that I used to send graphic files and documents to my lithographers and commercial printers through FTP (File Transfer Protocol).

I don’t know where I heard about Netscape, probably from a business associate. But I remember the afternoon I logged on for the first time. The interface was full color visual, the first I’d seen, since FTP was only black text on a white screen and no images. The Netscape logo—the uppercase N sinking into a black globe against a starry aquamarine sky, was…beautiful. Once I registered, the next screen had bright, colorful illustrations of a spacecraft, a construction site, a radio tower and more. Under each drawing white text against the black frames said, “Explore the Net. Company and Products. News and Reference. Community.” I was floored, drop-jawed. The interface gave me choices to go anywhere. Netscape was a portal to news sites, business with ‘websites,’ online communities, a virtual store, and reference libraries from around the world.

I called my roommate into my bedroom/office space to show her what I was seeing on my screen. “This changes everything,” I practically whispered, sure that this portal was the beginning of a connected world I only dreamt of as a kid.

As I sat there clicking on each navigation link, then exploring each site the Netscape browser delivered, I recalled when I was 8 or 9 years old, sitting in the back seat of my mother’s huge Chevy, while she drove me and my sister home from school. “One wish,” my mom asked us spontaneously. “One wish. Right now. If you could have anything you want, what would it be?” She often came up with non-sequitur like this to fill the void of silence after she’d asked about our day at school and got, “Fine,” back from both of us.

I answered instantly. “World peace,” and I meant it. My brother had come back from Vietnam a wreck. PTSD. Clinical depression. I’d watched war on TV nightly. And I’d felt war all around me, growing up in the late 60s, the anger of the Blacks, my working mother, and most all women suffocating under our servitude to men. “I wish that everyone would be nicer to each other, and take care of each other instead of fighting all the time.”

“That’s a stupid wish,” my sister said, sitting in the passenger seat. I cowered in the back seat, and shut up. “It’ll never happen. Violence is part of our nature. We wouldn’t be here today without it, since we have no other defenses like other animals on Earth.” She was 2 yrs older than me. Surely, she must be right. She wished for a new purse.

“This changes everything,” I’d said to my roommate as I browsed the internet that first time. And I believed it. A portal to the world would let us see how others lived, and let others see what what possible. In 1960s – 1990s U.S. most of us had a place to live in, and enough to eat every day. Most kids were vaccinated from horrific diseases, and didn’t die from the flu. We got a free education, through at least high school, and 20 – 30% of the population got a college education as well. And in California, college was cheap, making it accessible to most anyone.

My roommate stood over my shoulder staring at my screen as I went from site to site. She seemed unmoved by what we were seeing, and in short order went back to her room. I stayed online the rest of the night, into the early morning hours, amazed. I pursued news sites, read articles from all over the world. We could never again pretend that Holocausts weren’t happening. We’d find out about atrocities taking place anywhere, instantly, and the United Nations would have to stop them! The privileged would no longer be able to turn a blind eye on poverty or disease, even in the most remote places in Africa or the Middle East, seeing it daily on their computers. We could talk to people around the block or in other countries we’d never meet, but share ideas, and feelings. We’d see how similar we all are, how we all feel sad, or happy, or mad at times. We could connect 24/7, and never feel isolated or lonely again. The internet was a window to the world, and the view would surely motivate all of us to care for each other like never before.

This is the argument I gave to my dad at Saul’s, eating bagels and lox a few years later. As a lover of technology since childhood, he too was on the internet, one of the first adopters in his advanced age group. He shook his head and gave me his indulgent smile.

“The internet changes nothing. It is a tool, like a screwdriver. It won’t change human nature. And it won’t save us,” he said. “We’re going to have to do that. Until we learn to care for each other beyond ourselves, we are doomed.” He took a bite of his bagel and savored the mix of salmon, onions and bread, satisfied in the moment.

“You’re wrong, dad,” I exclaimed with certainty. “The internet is connecting the planet. For the first time in human history we are becoming one world.”

“One very small world, which everyone wants their piece of,” he said. “We’ve invented technology we can’t handle, from the Bomb to this internet. Getting bombarded with information isn’t going to change how we react to it. And the more technology we invent, the more likely we’ll implode with it.” He sighed, looked at me lovingly. “You can’t change the world, baby. Best just to focus on taking care of yourself, and your family.”

It was 1998. I had no idea what was coming, how the internet would evolve into the marketing platform it has become. But I left Saul’s that morning sure my father was wrong.

As it’s turned out, he wasn’t.