Marketing lessons

1. Ask, don't assume

There's a whole raft of examples of failed products where companies decided to launch a new product, only to find that people didn't want to buy it. The IT industry is particularly skilled at this kind of mistake, attempting to sell some "cool" tech to people who don't see any benefit.

Microsoft Windows 8 was a good one. The "we know best" attitude meant that the new operating system was widely hated. The result? Giving away Windows 10, presumably at a pretty high cost.

New Coke is another example. In an attempt to extend their market share, the company launched their new recipe only to find that people liked Coke just the way that it had always been.

2. Find what makes your product unique, and stick with it

The thing that makes your product stand out in the market need not be anything tangible. Just look at BMW. How do you quantify "the ultimate driving machine"? And what makes that any better than the competitors?

Actually, tangible things are relatively easy to copy or even improve on... whereas a feeling is unique.

3. It's hard to hide

In our brave new world of 24 hour news and social media it's hard to hide the truth. So don't try.

If something bad or embarrassing happens, face up to it. You'll get more respect from dealing with the problem when it happens rather than trying to cover it up and being found out later.

4. Make use of good feeling

The flip-side of the previous lesson is that people who've had a good experience with your company can be good ambassadors for you.

So make use of the interconnectedness of everyone. If you need any help or ideas, give us a shout.