What is it that I do?

Have you ever tried to explain to somebody what it is that you do, who is unfamiliar or not that interested in what you do. I have that problem with my wife and family all the time. When I try the interest-loss is immediate – somewhere after the middle of the 3rd sentence. When I ask my kids what they think that I do – they say that I sit in front of the computer all day and talk on the phone, which in a way is quite precise. Typically a specific keyword from my description sticks and so when asked what I do, it comes back as; ‘I think he is fixing software’, or ‘oh yes he is training’.

Although this may seem trivial the exercise in explaining what it is that you do is very valuable. When marketing in the new media it is important to tell the story in simple language – I call it the ‘children’s’ explanation. A simple plain English description of what it is that I do, without using any technical or industry jargon and without complicated adjectives. The less ‘gobbledygook’ the easier it is for people to understand and by the way it also helps to keep their attention. As in the Hebrew adage – “If you explain it slowly, I will understand quickly”.

Try it you will be surprised how hard it is and how much value it brings.

Here is mine:

I help people and companies in the pharmaceutical and biotechnology industry that produce medicine, drugs and tools for doctors with their computer systems. The use computers to make sure that their products have no defects, as wells as to make sure that they produce their products exactly the way the recipes instruct. The computer systems save and maintain all the information during the production so that it can be used to analyze what happened if there is a defect, or how to improve the production process. The computers also help automate some of the steps in the process.

Inbound and Outbound Marketing according to Pragmatic Marketing

This may be redundant information but I wanted to make sure that it is persisted somewhere for reference. It is really a summarized version of some of the teachings from Pragmatic Marketing.

Inbound Marketing

Understanding of the markets that are targeted by the company's/products' "distinctive competencies". The idea is to gain unequivocal understanding of the market, the people working in this market, and specifically the problems that they have. The goal is to provide product features that directly solve the problems in the market. In order to do that the product management activities are focused on defining and prioritizing these problems and conveying them to the product development as market requirements. The driving concept is that a product (and its features) need to do a job for the customer. For example: Online bill pay. the job is to pay bills, if you did not have this capabilities you would have to do it manually which is time consuming and tedious. Therefore it is a Market Oriented feature it solves a distinct problem for the customer.

Outbound Marketing

These activities involve the positioning and messaging of the product. It involves traditional marketing as well as what is now widely adopted "the new rules of marketing" using the internet as the main conduit. Using "viral marketing", new media, blogs and eBooks are some of the methods. The goal of all of these activities is to generate demand and leads that can be turned into license revenue by the sales team. One of the methods to expose the products to the market is using a concept called  "Marketecture". The idea is to describe the product (and its features) to the market not by its technical functionality, but by the problems that it solves for the users. In other words it is a market oriented description of the product that is developed as a result of the "Inbound" activities.