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The Secret Rules of Business Success (or Failure)

  • The Secret Rules of Business Success (or Failure)-

    Perceptions surround the company and its products and can be manipulated. If you don’t manipulate the perceptions that surround your company and products, someone else may. There is a general belief that marketing is a throwaway practice to fund when there are excess funds and to cut when funds are shot. It is actually the mechanism that assures investor confidence and new buyer acquisition, and it plays a major role in customer satisfaction because it helps set expectations. It requires an expertise and can become a money hole if that expertise isn’t there. It goes beyond the paint on the car or the makeup on the woman and plays a major role in how the firm is viewed broadly.

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The Secret Rules of Business Success (or Failure)

  • 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18
  • The Secret Rules of Business Success (or Failure)-6

    Perceptions surround the company and its products and can be manipulated. If you don’t manipulate the perceptions that surround your company and products, someone else may. There is a general belief that marketing is a throwaway practice to fund when there are excess funds and to cut when funds are shot. It is actually the mechanism that assures investor confidence and new buyer acquisition, and it plays a major role in customer satisfaction because it helps set expectations. It requires an expertise and can become a money hole if that expertise isn’t there. It goes beyond the paint on the car or the makeup on the woman and plays a major role in how the firm is viewed broadly.

Over the last three decades, Rob Enderle has worked as an inside (ROLM/Siemens/IBM) or outside (Dataquest, Forrester, Enderle Group) technology analyst. He thought it would be interesting to share the 16 immutable rules that most people actually running tech companies don’t seem to know.

These rules define the differences between a company that is doing well, like Apple, and a company that is failing, like RIM. They anticipate the mistakes and suggest fixes to major financial, operational and PR problems the firms experience and provide a primer for anyone wanting to be successful in this segment. Many are not segment-oriented and could apply to any business at any level, but some are specific to technology.

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