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Start-up CEO's Marketing Manual, by Guy Smith
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Peter Drucker correctly concluded that business is entirely innovation and marketing, and yet innovative entrepreneurs don’t know marketing. You can tell by the ever-growing Silicon Valley dead pool. The Start-up CEO’s Marketing Manual is their guide to marketing strategy. Guy Smith, the founder and principal strategist at Silicon Strategies Marketing, wrote the Start-up CEO’s Marketing Manual to give founders and start-up CEOs a firm understanding of marketing strategy with which to guide their companies. Smith’s 20 years in high tech marketing in Silicon Valley has given him both razor-sharp insights and a comically blunt way of guiding entrepreneurial thinking. The Start-up CEO’s Marketing Manual takes you, the start-up founder, through the structured rigors of developing your corporate go-to-market strategy. The Start-up CEO’s Marketing Manual lays out the fundamentals of market definition, segmentation, buyer profiling, whole product definitions, positioning, branding and messaging. This rapid-fire boot-camp ensures that you will guide your teams and your marketing employees away from the common cliffs of epic failure.
- Sales Rank: #2452831 in Books
- Brand: Brand: Free Thinkers Media
- Published on: 2012-09-14
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .34" w x 6.00" l, .45 pounds
- Binding: Paperback
- 134 pages
- Used Book in Good Condition
About the Author
Guy Smith is Silicon Strategies Marketing's chief consultant. Guy has earned the trust of many CEOs, founders and marketing VPs in companies around the globe, leading their marketing teams and helping executives build consensus within their staffs. Guy has advised such notable tech companies as Emerson, SuSE Linux, Device Anywhere, LogMeIn, LANDesk, SourceForge and Novell.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Essential book for every CEO's library filled with examples and humor
By Ben Bruno
I have known Guy Smith for nearly 25 years and have seen numerous examples of his writing ability. I believe this book is his best of all.
Actually, I wish I had access to a book such as this when I started my own software business. Being predominantly very technical, I struggled in the early years to define the market for my first two products. The book has excellent content to explain market segmentation that would apply to me at that time.
After four years of turmoil, I succeeded with the hiring of a seasoned marketing professional who introduced me to Crossing the Chasm, another "must have" book confirmed by Guy. Together, my partner and I set upon realistic sales goals that (as the book confirmed) we had to educate the market on our revolutionary new product. Over the years I have seen all types of buyers defined in the book from the early adopters to the conservative laggards.
Guy spends considerable time on branding and rightly so as I had learned how important that area can be to the success or failure of a product, service and the company. We renamed our product line in 2001 and that took considerable effort, both in time and money. Our long-time customers were puzzled so I learned the hard way that as the CEO I had to enforce the brand. And I still do today. Guy is correct in that it is the CEO's primary function to enforce the brand.
Just when you may think you know it all, you don't. And Guy has given me invaluable advice of how to market your product, service and company to venture capitalists and investors. Although I have never sought outside money, I have learned how to promote the company thanks to content in this book.
I like Guy's writing style for two reasons. Each chapter is filled with tables, graphs and a summary that emphasizes the material. Additionally, he includes real-life examples from his own experience. Best of all, he includes quite a bit of humor too making it exciting to read.
I highly recommend this book to anyone starting a business. Heck, it has even helped me having 27+ years of business ownership.
Ben Bruno
President
STR Software
0 of 0 people found the following review helpful.
Excellent writing, concise and flows well
By leboyd
First, let me say that I've known Guy personally for over 25 years. However, I was extremely surprised and impressed with his writing ability.
I wish I had this book 15 years ago when I worked at several smaller software companies as CxO, including CEO. This book is an excellent overview of marketing and allows the CEO to strategically set direction, understand what's important (and what's not) in one's marketing strategy and provide intelligent and knowledgeable input to the marketing of new products, product direction and budgeting for marketing.
Too often CEOs of small software/IT companies have very limited knowledge of marketing and, frankly, have limited time (or interest) in reading all the material. I read several of the books Guy references, but this overview guide book would have been invaluable to me.
It will also help readers understand why VCs and Angel investors throw out so many people who come to pitch their products. They're looking for answers to marketing questions, not product questions. Without knowing the answers to the questions Guy addresses, investors won't listen to you.
It's not a book for experienced marketing people and it's not a book that will make a CEO a marketing expert.
However, it is what Guy says it is, and I enjoyed it and learned from it.
Good job, Guy.
1 of 1 people found the following review helpful.
good book.
By KF
Enjoyed this book, very straight forward, easy to read and allows you to dig and thing. I recommend taking notes on your thought process while you read… it helped guide me.
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