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   .

Software Marketing Glossary
by Al Harberg, the press release guy from DP Directory

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software marketing, defining our humanity,
taking control of priorities, and developing crossover skills

from Part 1 of the book Never Wrestle with a Pig - and ninety other ideas to build your business and career by Mark H. McCormack, the March, 2011 Educational Software Cooperative Software Marketing Book Club selection.

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Define who we our - define our humanity

developing crossover skills and software marketing McCormack believes that today's business people have fewer opportunities to excel. Because of this, we have to look at less momentous events to define who we are - to define our humanity.

The author lists six defining moments that give us opportunities to display our character -

  • When we act with consideration towards others.
  • When we display courage.
  • When we keep private information private.
  • When we're sensitive to other people's points of view.
  • When we take the time to anticipate the results of our actions.
  • When we're loyal.

McCormack believes that loyalty is the most important virtue in an organization.

Software marketing - learn what motivates us

McCormack urges us to discover what makes us tick. What is the personal obsession that drives our actions, and influences many of our decisions?

The author, for example, measures everything by how much time it will eat up. He regards his time as a very important asset, and is very sensitive about wasting even one minute of it.

Other popular measurement criteria that drive many business people are

  • money
  • status
  • popularity
  • independence.

microISVs don't control their priorities

developing crossover skills and software marketing McCormack believes that our priorities have much more control and influence over us than we have over them. Often, we're driven to do tasks that are urgent, and not tasks that are important.

Most people, the author tells us, don't even know what their priorities are.

Each of us would be more successful if we learned to take control of our priorities.

Software marketing and managing goals

Break big goals down into their components, and you'll have more success achieving them.

One good goal that we can all benefit from is letting go of some of our goals. Scratch unimportant goals off of your list of priorities, and you'll accomplish more.

Be creative with people

Most of us direct our creative efforts to things like software and websites and Google. It's a mistake to confine our creativity to technology. Creative collaborations and relationships can be very rewarding to our businesses.

Develop crossover skills for your microISV

McCormack tells us to develop a crossover skill. We can't just be good at, say, software design or writing. We have to find other talents that we have, and develop them to the fullest.

Most people, McCormack believes, don't know what they're good at. They have talents that they haven't discovered yet. And they're deluded about how strong some of their skills actually are. Sometimes we need outsiders to help us locate our strengths.

Among the talents that McCormack thinks are crucial are -

  • Sales skills
  • The ability to create expertise in new areas of our business
  • The ability to get and keep stakeholders who are loyal to our business

Software marketing, your business, and your life

Don't think of your business as your life.

In today's world of constant change, it's better to think of your business as a temporary project.

Software developers should set difficult goals

If you don't set high expectations for yourself, you won't be as successful as you could be.

On a related topic, I love the quote from an earlier Software Marketing Book Club selection - Herb Cohen's "Negotiate This" -

"We judge others by what they have accomplished, whereas we judge ourselves based upon how far we have fallen short of our potential capability."

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