Author Archives: Dave Berkus

Have you set your social media listening posts?

Posted on January 7, 2016 by Dave Berkus

There is so much information being shot at us daily via social media streams that we should monitor and control that which pertains to our business – and do so with some level of expertise. There are tools to inform … Continue reading →

Posted in Growth!, Positioning | 2 Comments

Four ways to find new business in the new year

Posted on December 31, 2015 by Dave Berkus

We think of media advertising as either paid or free – placed by paying a fee or by a PR firm or by you at no placement cost, especially when you provide editorial content beneficial to the publisher. But this … Continue reading →

Posted in Positioning | 1 Comment

Which of the three types of advertising is right for you?

Posted on December 24, 2015 by Dave Berkus

If we never advertised, we’d never sell anything.  Right? Perhaps right, but there are three major types of advertising, some requiring large outlays of cash, some not. First, you can advertise your brand so that people recognize it when they … Continue reading →

Posted in Positioning | 1 Comment

Sometimes your gut is the best you’ve got.

Posted on December 17, 2015 by Dave Berkus

Years ago I led a deal and invested in a company that looked like it had lots of promise to disrupt the women’s clothing industry with special algorithms and an online store.  But something had bothered me from the very … Continue reading →

Posted in Growth!, Hedging against downturns, Protecting the business | 4 Comments

Are you an old school customer marketer?

Posted on December 10, 2015 by Dave Berkus

“Broadcast the message and they will come!”  “Segment my broadcast and I will have better response.”  Both of these time–honored methods of reaching our customers have worked for as long as there was print and radio–TV to get the message … Continue reading →

Posted in General, Positioning | 3 Comments

Whoa. Wow! Hmmm. Yes! (How Steve Jobs got it right.)

Posted on December 3, 2015 by Dave Berkus

Credit Dr. Mark Goulston with this headline.  Mark teaches that there is a process to innovation that can be summed up with these four words.  In fact, he states, that’s exactly how Steve Jobs described his “aha moment.”  So let’s … Continue reading →

Posted in Finding your ideal niche, Positioning | 3 Comments

Branding cows or branding business? Neither is easy.

Posted on November 26, 2015 by Dave Berkus

We’re talking about brand strategy here.  Not advertising, and certainly not an easy grasp for amateur marketers.  So how developed is your company’s brand?  Is your message clear, concise and consistent? There is a process used by professionals to get … Continue reading →

Posted in Finding your ideal niche, Positioning | 2 Comments

Your customers are telling you “Wiw Wiw Wiw!”

Posted on November 19, 2015 by Dave Berkus

Customer empowerment is moving so fast nowadays that many of us are running to just catch up.  Yet if we don’t or can’t, it is a sure thing that someone else will. Blame the Internet for this rise in customer … Continue reading →

Posted in Finding your ideal niche, Positioning | 1 Comment

Good, cheap, fast. Pick any two.

Posted on November 12, 2015 by Dave Berkus

This one is attributed to Rod Adair, the famous oil and gas fire suppressing expert.  And boy, does it apply to most of us and our offerings. “Quality” products and services should not be positioned as “cheap,” or your potential … Continue reading →

Posted in Finding your ideal niche, Growth!, Positioning | 3 Comments

How is your corporate and personal credibility?

Posted on November 5, 2015 by Dave Berkus

A friend of mine recently told me his story of how his very career rests on his credibility with his major supplier–partners.  He stated that everything rides upon his credibility when he declares that he can produce a quality product … Continue reading →

Posted in Protecting the business, Surrounding yourself with talent | 4 Comments