Lean Copywriting

The Lean Branding process consists of strategy, messaging and design. Of these three, messaging and copywriting is often the hardest to apply lean principles to. Language can be very subjective, so judging how best to create copy in a fast-paced environment is not easy. There are a few lessons I’ve learned from creating copy to help express a refreshed brand position.

Copy and messaging is where your brand comes to life in the written word. People are visual creatures, but language is still one of the most powerful ways to communicate and persuade. In almost every industry copy and messaging is a vital part of bringing the brand to life.

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Traction: A startup guide to getting customers

One of my favorite marketing books to refer to for ideas is Traction: A startup guide to getting customers by Gabriel Weinberg and Justin Mares. Their first edition was also available as an audiobook on Audible. They are now in the process of publishing a 2015 second edition so I thought I’d take a moment to share some of my favorite parts of the book. Continue reading Traction: A startup guide to getting customers

Equity crowdfunding at Seedrs

Seedrs provides a tool that startups can use to raise capital from their friends, family, customers and the crowd. This process is often called “equity crowdfunding” because it’s like Kiva or Kickstarter, except that the investors get equity in the company instead of a product or a loan. In January 2014, I joined Seedrs as part of the marketing team.

Seedrs Team Wired Magazine
The Seedrs team have been featured in Wired, TechCrunch, the Financial Times and the Wall Street Journal.

At the end of last year, Seedrs raised 2.58 million pounds from over 900 investors using their own platform. That means that in my new marketing role, I now have over 900 bosses. I feel very accountable for the success and growth of the business. In this blog post, I want to share two main things about my new role, the expanded view of marketing that we’re taking at Seedrs, and the way that we’re incorporating lean manufacturing habits and processes into our team culture.

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Value Proposition Canvas Template

A value proposition is where your company’s product offer intersects with your customer’s desires. It’s the magic fit between what you make and why people buy it. Your value proposition is the crunch point between business strategy and brand strategy.

value proposition canvas
The  value proposition canvas includes elements from behavioural psychology and design thinking.

When you’re starting a new project or a new company you need quick and dirty tools to help you focus on executing things faster and better. Good strategy tools exist only to help you focus on getting the right things done. The value proposition canvas is a simple tool that quickly gets you to the ‘minimum viable clarity’ required to start building and testing.

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Growth Hacking with Patrick Vlaskovits

Patrick Vlaskovits, arguably the sharpest modern thinker on Lean, visited us at the Innovation Warehouse last week. Patrick has recently published his new book, The Lean Entrepreneur. He spoke to us about growth hacking, which is a new way of thinking about marketing (within a startup or innovative company environment). Growth hacking is the application of the mindset of a hacker to the challenge of growing the demand for a product.

Patrick Vlaskovits and Peter Thomson
Patrick Vlaskovits was in London for a few hours so he dropped by the Innovation Warehouse.

Patrick has reverse engineered what causes rapid growth in some disruptive products but not others. He’s pulled together thinking from advertising, marketing, lean and even black-hat affiliate marketing. The key (to Patrick) is that the Medium is the Message (a quote from Marshall McLuhan). Disruptive ideas need disruptive marketing channels. To get an innovative idea to spread quickly, it needs an innovative communications medium.

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The difference between marketing and design

Marketing and design a very different mindsets and professions. I’m guessing that both your company’s marketing and your design probably sucks. But then again so does everyone else’s. It’s been driven to blandness by a combination of focus groups that couldn’t “get” your new idea, repeated changes from your management team, internal squabbles and old ideas left over from a time when advertising spend equalled market success. But maybe there is an even deeper problem…

What's the difference between design and marketing
The difference between marketing and design is the focus on the end-user as an individual.

The difference between marketing and design isn’t obvious. They’re different professional disciplines but the real difference is in the mindsets that they bring to approaching a problem.

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