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Geek Marketing 101
Marketing is not a department. Marketing is a combination of elements that creates the environment in which it is possible to meet a customer need (starting right back at product development). Promotion and sales are just sub-sets of marketing.
Marketing is a conversation, but most people donít speak geek. Successful technology marketing must translate the creations of the uncommunicative into the needs of the untechnical. Spin is not good marketing. Lucid two-way communication is.
Simplicity does not negate complexity. Reductive marketing that simplifies ideas does not undersell your complex creation. It facilitates an entree to your world. You canít have passionate users until they start using.
Truer words have never been spoken.
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Guy Kawasaki is a managing director of Garage Technology Ventures, an early-stage venture capital firm and a columnist for Forbes.com. Previously, he was an Apple Fellow at Apple Computer, Inc. where he was one of the individuals responsible for the success of the Macintosh computer. Guy is the author of eight books including The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way. He has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.
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