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Russ Somers

Marketing ideas for startups, growth ideas for humans

Scalpels vs Sledgehammers in Positioning

In my last post I talked about choosing words carefully. Now I’ll cover a case where I advocate (almost) reckless abandon. Consistency, after all, is less important than results. Many years ago there was a blues duo called Scalpel and the Sledgehammer. Two talented musicians with different positioning. Scalpel: highly precise, cutting guitar skill and […]

Columbus Had a Pro Forma

  I was impressed with Ryan McLaughlin’s post “Get Executive Management to Approve Anything.” It fits with an approach I’ve used successfully, although Ryan’s framework is better articulated and more complete. But, as @b2bcommunicate thoughtfully pointed out in a conversation on Twitter, “Why would a data-driven marketer recommend spending even 1% of budget on activities […]