If you are comparing Greta Thunberg with climate scientists, you’re missing the point

Climate change. A controversial subject, one that threatens friendships, family dinners and divides opinions as if it were a political topic. Sadly, it is a political topic, but just like a misplaced book in a huge library, climate change should be in the science aisle instead. You might think this is an off-topic post for my blog, especially given that I have not written a single word here since over two years ago. Strangely, this is related to marketing AND product. Read on.

There are more than just two camps, the pro or vs Greta Thunberg; it’s not all black and white. It’s more like a spectrum of opinions. Even within the science(pseudo)-believers side of the spectrum, there’s a huge debate on whether Greta Thunberg has a point or not; whether she is in the right about skipping school to make a statement; whether she deserves to be heard or is really making a difference; whether she is an insane person hungry for attention and with a driven desire to lash out on older generations and high-profile personalities from around the world.

By now you’ve surely seen posts of people comparing Greta to young scientists and inventors that have come up with wonderous solutions on how to clean water, collect waste, recycle and manufacture eco-friendly straws. “This kid invents the best water purifier in the world for 50 cents a pop. What has Greta done? Skip school and cross the oceans in a boat worth millions of dollars?”

In reality, both the young scientists that invent these ways to combat climate change AND Greta are making a difference. Why? This is just like the well-known product fallacy: “Build it and they will come”. You may build the greatest, most amazing product in the world, but without a go-to-market strategy or product-market fit, your shiny new product is worth niente, zero, nothing. 

Same thing happens with these great inventions and eco-friendly behaviors – if the billions of people from around the world don’t adopt them, they will not produce the change they are meant to make.

What Greta is doing is spreading the word around the world about how imminent it is for world leaders and the general public to adopt climate change policies and behaviors that can revert the insane damage we have already caused. If you, reader and the person next to you, your co-workers, family, and friends don’t adopt these behaviors, those amazing avocado seed disposable plates you saw in an article the other day, are worth nothing.  What she is doing is bringing awareness to the giant white elephant sitting in the room that everyone refuses to acknowledge.

Have you read her books? She is providing all types of content via books like “No One Is Too Small To Make A Change”  (which proceeds go directly to different climate change & autism charities), speeches, media attention, and open letters to remind and educate the global community of the already existing scientific studies, policy recommendations, and behaviors that will help revert climate change. Greta is the marketer, the scientists are the product developers. You? You are the one who can adopt the product via the marketing to actually make a change.

It is the objective that defines your metrics

Today I went to a mobile marketing event where three speakers talked about user activation and retention, mobile engagement, and mobile fraud. The speakers shared great insights on what is new and important in these fields. But what interested me most was a question asked during the Q&A session after the second speaker was done. It went something like this: “What are some of the new metrics you are looking at other than churn, retention, user acquisition, etc.?”

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How Unroll.me kept sending my e-mails to the trash can

The issue

As many of you out there I’m sure, at one point my inbox was being flooded with unrequited newsletters, promotions, and other alerts. I was spending way too much time trying to unsubscribe from all of them one at a time. Then, I found Unroll.me.

This great service “rolls up” all of your periodical e-mails in a single daily message. It also helps you unsubscribe from any other services that you’re not interested in. For almost two years, this had been the answer to at least 30 unread, unsolicited e-mails in my inbox by noon every day.

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Free Recommended Keyword Ranking Tool

Knowing how your keywords rank is not enough. It is also very necessary to know how your brand, client, site, or product comes up against competitors. MozPro gives you a great way to track up to three of your competitors. But what if you have more than three competitors or sites you want to track? More importantly, what if you want to see who else is ranking (a newcomer, an indirect competitor, etc.)?

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Understanding Your Conversion Attribution Model

Have you ever wondered why your AdWords or ad campaigns aren’t yielding any conversions? Or at least not as many as you’d like them to. You do the usual: you check keywords, tags, add negative keywords, fine tune your landing pages, but still conversions aren’t adding up. This frustration is more common than you think, but it is also a symptom of not looking at the big picture.

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When Growth Strategies Should be Outsourced

Where to begin? I’ve read dozens of business books on growth, startups, and product market fit. They all have been of great influence on how I perceive digital marketing to be, and the role it plays for businesses. But more importantly, experiencing first hand what marketing efforts can do for a startup or a business, has made me truly understand why outsourcing growth can be of great value for a company.

Growth Hacking seems to be yet another buzz word. In my view, it is just a trendy way to explain what businesses (digital & brick and mortar alike) have been doing – or trying to do- since Adam Smith’s “The Wealth of Nations”. After all, if you are a business owner, wouldn’t you want to actually grow your business? Yet throughout time we have gradually narrowed down or specialised our skill sets to come up with better results. That has given way for a bigger division of labor. You may be a business owner, but that does not mean you will excel in all of the tasks, skills, and knowledge required to build a profitable business; in fact, that’s the point, you shouldn’t be. You are trying to deliver value to your customers with your product or service, so focus on creating that value from the ground up. Thus “delegating” and “team work” become the key to your business’ success.

This delegation of tasks need not necessarily mean that you need to hire a great deal of people and do everything in-house. On a broader scale, that would defeat the purpose of delegating; you would be trying to do everything yourself, as a company. This can happen at any level of expertise or industry. So in order to decide which tasks should be done in-house and which should be outsourced, you should really put pen to paper, and define what you really are good at as a company: what exactly are you selling? Everything else, should be delegated or outsourced. Not only will this make you greater at what you do, but will also save you costs in the long run.

Growth Hacking can certainly be one of these outsourced tasks. There is an entire industry dedicated to help you grow your business. This doesn’t mean that you should forget about your marketing strategies at all, it just means that you are leveraging someone else’s expertise for your benefit. Of course, you should always find a company or a professional that understands your offering, delivers results, and maintains an open channel of communication with you. Remember, you are outsourcing your growth strategy, not alienating it, so communication with your growth hacker or marketer is of the utmost importance. The only way to know that for sure, is to go out and try their services.

Make sure to first check your own expectations, and goals. Are they realistic? What are your metrics of success? Find someone who gets them, and designs an actionable growth strategy for them. In the end, the successful scenario is one where you can focus 100% on your business, while someone is making sure it grows.

Original Post Published on LinkedIn

Out of Stock: iPad Mini & iPhone 5

iPad Mini
iPad Mini

It seems it is an entirely new era for Apple. Even if the world hadn’t learned about Steve Jobs’ passing away and Tim Cook taking over the direction of the company, one need only take a look at the latest developments chez-Apple to notice things have definitely taken a new direction.

First off, the iPhone 5 has taken heavy criticism. Even though people stood in line for hours outside Apple stores around the world to get their hands on the new iPhone, many have also felt there hasn’t been true innovation in the latest iPhone model. Other than it being slimmer, lighter and of course taller, there are other things that haven’t really changed. To be fair, the new aluminum model maintains the innovative model, and an easy grip.

The real annoyance was with the new Apple Maps application. Routes, streets and general addresses are inaccurate and practically unusable.  I have personally tried to use them several times, and there’s an even number between failure and success to find my way thanks to the app. Tim Cook had to publicly apologize to all users, saying that in truth, the new Maps app has fallen short from high expectations. Samsung of course took huge advantage in this flaw to start campaigns like “With Samsung, you know where you’re going”

iPhone 5
iPhone 5

What does really come as something new, is the iPad Mini. When Jobs was still around, he often refused the idea to come up with a smaller iPad model, mainly because he did not want to “go down” a level and compete directly with the Kindle Fire. Still, interestingly enough, after Tim Cook announced the new tablet, there was mention that Jobs was “reconsidering” his statement days before he passed away.

However, the iPad Mini is much more affordable, and even though it is not equipped with retina display, a great number of users are extremely satisfied with the mini tablet. Online sells have run out of stock [fortunately I could get one of the last online purchases of the iPad Mini myself – does it show that I’m an Apple lover?]. To play devil’s advocate, nothing can be perfect forever. There are bound to be flaws, even from the greatest companies in the world.

Both products have run out of stock mostly as soon as they are released in different parts of the world. Not to mention the never-ending lines outside retailers. If you ask me, the video shown at the Keynote by Cook on the new opening of an Apple Store in Barcelona was a tad much, even tacky if you will.

Just to sum it up, as they say “God – or the devil? – is in the details”, as is Tim Cook or Steve Jobs once upon a time. Can you tell the difference yourself?