All activities in support of formulating and communicating the value of the firm's offering to the target market in support of current and future sales.

It is often referred to as Marketing's Moment of Truth. I prefer to refer to it as Marketing's Moment of Fear. The question that you dread is the, "so what do you do" question.

You can prolong it, you can protract the process, and you may profusely delay your answer. Or you can be proactive and learn how to answer the question in a way that moves you forward.

Kerrie MacPherson                      

Ernst & Young LLP

For every entrepreneur, it’s a dream come true, but also a potential nightmare: the elevator pitch. No other situation is fraught with so much risk, yet filled with so much opportunity. Face to face with a potential customer, partner or investor, you have mere seconds to bring to life how you do what you do better than anyone else on the planet. No pressure, right?

You’ve probably heard lots of companies offer all sorts of fun freebies for your birthday. Well, I like free (good!) stuff, so each year around my birthday I go on the hunt for free birthday treats from some of my favorite places. And I do it for two reasons:

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