Posts By :

Shira

Teaching marketing for USAID in Odessa, Ukraine

Teaching marketing for USAID in Odessa, Ukraine

Occasionally I volunteer my time to Darth Vader. I'm absolutely certain that we will be hearing more from many of these companies. There was more than one bright star in the room. Thank you again to USAID and Max Gurvits for this amazing opportunity. With me mentoring was: Nick Bilogorskiy - Raising money and scaling…

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Creating useful buyer personas

Creating useful buyer personas

Imagine for a moment, if you will, that you have an important message to share. Say, a B2B SaaS product you want to sell, for instance. Now, imagine that you’re trying to sell it to a room filled with people whom you know exactly nothing about. There you are, standing on the podium, ready to…

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2560 1564 Hunter & Bard
Behavior engineering canvas and framework

Behavior engineering canvas and framework

This is a framework for companies to use in order to brainstorm on users behavior. The behavior they have, the behavior we want them to have - and why they would do what we want them to (in other words - what's the benefit to the customer?) This is a customer first, and customer focused…

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Bad things happen when you ignore marketing debt

Bad things happen when you ignore marketing debt

The Sales Team alone cannot and will not get you to scale. And to be quite frank, it's unfair to expect them to. They might get you to a nice size business. They might even help you to profitability - but if you're looking to be a behemoth in your industry, they will not get…

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A tale of two companies – or – why you need to build a brand

A tale of two companies – or – why you need to build a brand

I had a meeting with a company the other day and I had a discussion with them that I've had a hundred times before. "I don't understand the point of making a new website when it's such a big project by the time we're done it's already out of style. And I also don't see…

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2560 1707 Hunter & Bard
When pain is a good thing

When pain is a good thing

There are plenty of occasions where pain is actually a good thing, and I’m not talking about BDSM. There are times when you want to put your user in pain. Yes, pain. Most user experience people talk about the importance of making things simple. Even I talk about how BJ Fogg’s Tiny Habits: B= MAT…

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2560 1707 Hunter & Bard
Why is direct marketing so important?

Why is direct marketing so important?

There’s an old marketing adage that dates back too many years to consider which states that people only notice something after they’ve seen it three times. Of course, back then people only saw ads on TV, in magazines, and on billboards and they hadn’t yet been trained to studiously ignore all forms of advertising. Nowadays,…

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