Understand The Essential ‘Why They Buy’

by Tim Berry

Close your eyes. Step away from the daily routine. Answer these questions. Why does anybody buy what you're selling? What do they get out of it? Do you fill a need? Do you offer identifiable benefits? Some 30 years ago... Read More »

Intersection Have Presence

Define Your Market By Strategic Intersection

by Tim Berry

Sometimes segmentation itself – dividing a market into meaningful segments – is strategy. I knew a consultant who divided potential small business clients up according to their decision-making process. Small businesses divided into a range that varied from the seat-of-the-pants autocratic owners, on one extreme, to the consensus-with-the-team owners, on the other extreme. And I... Read More »

Seth Godin Tribes TED Talk

Understand the New World

by Tim Berry

My Friday video this week in six years old now but still important. This is what is slowly and steadily replacing advertising. Here’s a quote: There is good news around the corner — really good news. I call it the idea of tribes. What tribes are, is a very simple concept that goes back 50,000... Read More »


My Fish Bowl Story of Marketing Mistakes

by Tim Berry

Here’s a mistake I made that taught me a lot and helped me teach others. The Mistake Many years ago, I took a new product – early business planning software – to its first trade show. We did the standard booth thing, brought along products, and sell sheets, business cards, and so forth. And we put... Read More »

Market Segments

How Startups Estimate Market Size

by Tim Berry

It’s a common question. How do I know market size? Of course what one does for that depends on the type of business. What works for a web app won’t work for a restaurant. The kinds of information available in one market differs from another. Local demographics might be quite enough for a retail business, but irrelevant... Read More »

Crisis in Social Metrics

Coming Crisis of Social Metrics

by Tim Berry

I think we’ve gone too far on marketing and metrics. We used to do most of our marketing blind, essentially guessing whether or not it worked. Now we have analytics to measure almost everything. Where we’ve gone to far now is we’re tempted to discount, entirely, what we can’t measure. And that’s just wrong. We... Read More »

10 Marketing Plan Essentials

10 Marketing Plan Essentials for 2016

by Tim Berry

(Note: I posted this last week on the SBA Industry Word blog as 10 Essentials of A Marketing Plan in 2016.) Clearly, technology has changed marketing a lot. We fast forward through ads on television and block them on our devices. We have amplified word of mouth in social media. We pour over analytics and metrics.... Read More »

Lessons Learned in Manning Endorsement

Business Lessons Learned in the Quarterback’s Endorsement

by Tim Berry

In the stadium, on the field, confetti everywhere, the Super Bowl is over, the winners celebrate. Team, journalists, and celebrities surround the star quarterback, 39 years old, whose team has won. This is the perfect end to a stellar career in pro sports. He has millions of eyes on him as he says: “I’m going... Read More »

social media earthquake

Social Media Marketing Earthquake, Content Tsunami

by Tim Berry

(My latest column in the Eugene Register Guard. Click here for the original. Reposted here with permission) Social media marketing earthquake The social media marketing earthquake is already here. And, in keeping with the forecast theme in this month’s blue chip, here’s a prediction: content marketing tsunami. The shaking started as social media took off... Read More »


Which is Better: Great Product or Great Marketing?

by Tim Berry

Every once in a while the world gets a great product that’s so good that the marketing follows almost automatically. Mosaic was like that in 1994, Facebook 10 years later, and Twitter, sort of, as well. And of course they did have marketing, even early on, but they were driven by their products. Those are... Read More »