Henry Ford once famously said “If I had asked people what they wanted, they would have said faster horses.” More recently, Steve Jobs said “People don’t know what they want until you show it to them.” What these quotes are really getting at is the danger of interview-driven design. If you ask people what they want, they’ll just say “faster, better, cheaper.” And creating new products is YOUR job, not your customers’. It’s unreasonable to expect customers to tell you what products to make. Imagining completely new products is not their in their skillset.
Once you have identified a target segment, your next step is to learn as much about that segment as you can. But how do you even know where to look? The first step is to imagine a person who embodies that segment, in the form of a buyer persona.
One of Sun Tzu’s most quotable lines from The Art of War is “Know thy enemy and know thyself and in a hundred battles you will never be in peril.” And while you should never think of customers as the “enemy,” it’s still crucial to understand them in order to wage a successful marketing campaign. Understanding your customer means figuring out who they are, what their needs are and how you can serve those needs. And the first step in that journey is video game market segmentation.
Sun Tzu once said “All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.” In order for your tactical marketing decisions to be effective, they need to be coordinated around a central strategy. Your strategy is your guiding light for more than just ads. It impacts your target customers, your choice of platform and publisher, and how you respond to competition. In this post, I’ll walk you through the fundamentals of establishing a video game marketing strategy.
In “Monday Menagerie” posts, I share the most interesting articles I’ve stumbled across in my roamings around the ol’ series of tubes. This week, the science backed reason negative people are killing you (literally), why engineers HATE open floor plans, and how an editor at the Atlantic keeps his email inbox at zero.
Friday Short Stacks are light weight nuggets of content that are little more digestible than my usual 2400 word behemoths. This week, my four favorite books on self-improvement. If you feel stuck in a rut or that your personal evolution has stagnated, the answers may lie in these weighty tomes.
On Monday Menagerie, I share the best articles I find around the webnet. This week, how to improve work-life balance at your company, how to tame negative self-talk, and the dangers of pushing employees to go the extra mile.
In this post, I tackle one of the most maligned – but, ultimately, vital – terms in business strategy: the infamous synergy. It’s an awful, awful, AWFUL word. But understanding what a synergy is and how to leverage it is crucial.
Marketing games. Some people consider it a necessary evil at best. At worst, it’s the root of all of the industry’s ills. But what is marketing? The problem is that most people don’t know – and don’t realize they don’t know. And if you don’t know what it is, you can’t effectively develop a marketing strategy or manage the people who do so. You can’t ask your marketing department the right questions if you don’t know what the right questions are. So, before we dive into the functional aspects of marketing, let’s formalize our understanding of the field.
In “Monday Menagerie” I share the most interesting articles I’ve seen around the interwebnets. This week: why diversity leads to better decision making, 9 rules for building a successful business, and the value of improving the quality, not quantity, or your working hours.