Applying Use Case Thinking to Marketing

Tweet Matt Terski has an excellent post with some sound advice for tech folks and/or product marketers tasked with writing use cases.  He identifies the key problem as follows: Here’s a common scenario for many of us who have learned about uses cases but haven’t written one yet: You’ve identified the actors for your project. You’ve […]

The Alternative to Firing Your Clients: Better Screening

Tweet In my earlier post Firing Customers: Why and How,  I referenced Collapse of Distinction: Stand Out and Move Up While Your Competition Fails. This is a book by Scott McKain and although I haven’t read it yet, he has published an informative article on MarketingProfs.com: Why You Should Fire (Some of) Your Customers.  Herein, he recommends who […]