By Jerry Rackley
I just returned from vacation where I was truly able to disconnect. Good vacations restore and sharpen you, and this one was no exception. But it’s hard to completely disassociate yourself from who you are and what you do professionally when you’re gone, and when someone brings up marketing, I just can’t resist joining the conversation, even when I’m on vacation in the Rocky Mountains.
By Jerry Rackley
For all that Ralph Waldo Emerson was, he was no marketer. He famously said, “Build a better mousetrap and the world will beat a path to your door.” I’d love to debate Ralph about this: what if you can’t sustain your mousetrap innovation rate? What if competitors lower their prices? How will you communicate your mousetrap differentiation to the world? Why will they care? My debate with Ralph will never take place, but this thinking persists.
eXpand Marketing, led by Principal Nic Holmes, helps companies and their executive teams successfully move into new and adjacent markets, build market leading positions.
By Jerry Rackley
I worked at a small software company from 1993 to 2000. It was a great environment and learning laboratory. In fact, some of the most practical and relevant marketing lessons learned during my career came from this period. Quite often, these lessons were learned the hard way, from making mistakes. Fortunately, we were quick learners and, and we recovered from our mistakes. Lessons learned the hard way stick with you.
