A Smart Bear: Startups and Marketing for Geeks

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No, that IS NOT a competitive advantage

A Smart Bear: Startups and Marketing for Geeks

We're better at SEO and social media. Social media and SEO is ever-changing quicksand. Innovative design and intellectual property are no longer long-term competitive advantages. It's even true in hardware: Every mp3 player uses zillions of patents, but that didn't stop Apple from winning. Can't be true, right?

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If you build it, they won't come, unless.

A Smart Bear: Startups and Marketing for Geeks

Does Apple win the hearts (yes, hearts ) of millions because of their obsession with design or because of their development APIs? Does 37signals have over three million users because their software is "better" than the competition, or is it because they motivate designers and entrepreneurs through their writing and philosophy?

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How do I figure out who my next important hire should be?

A Smart Bear: Startups and Marketing for Geeks

You could keep going with other roles — design, content-marketing, finance, data analysis, social media, biz dev, etc. Would that effect be larger than the next three features you could implement, or achieving similar excellence in marketing and sales? Typically, one of these is a clear winner.

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Not disruptive, and proud of it

A Smart Bear: Startups and Marketing for Geeks

When they hear about a new social media craze they cringe in agony, desperately hoping it's a passing fad and not another new goddamn thing they'll be aimlessly paddling around in for the next decade. Here an innovation in design alone was enough to win the market. But most people are creatures of habit.

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Imbalanced People

A Smart Bear: Startups and Marketing for Geeks

You can’t put 100 average designers on a committee and get a fabulous design, right? A great developer, or a great designer, is better than 10x an average one — they’re better than an infinite number. A great writer (content marketing, social media) versus 100 average bloggers.

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On the value of Judgement

A Smart Bear: Startups and Marketing for Geeks

But we are judged, by our customers choosing between us and a competitor, by our employees choosing whether to entwine their careers with our fate, and by our peers, allies, and passive-aggressive antagonists on social media. We’re instructed to respect others, especially other cultures.

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Austin in San Francisco

A Smart Bear: Startups and Marketing for Geeks

” I vividly recall the moment when I connected on this level with Austin Gunter — our social media keymaster (are you the gatekeeper?), John Price (CEO Vast) mused on this last one: “A true friend is someone I can telephone at 2am, out of the blue, ask them to bring $20,000, no questions asked… and they do.”