Category Archives : Strategy


An Intro to Lean Advertising 1

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Eric Ries’ Lean Startup claims to be a scientific approach to creating a new business. In the Lean Startup philosophy, companies quickly build the minimum viable product based on their ideas, release the product and measure the response, figure out what works and doesn’t, and then uses that to create the next version. Ries calls […]


Are you missing the social forest? 2

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The internet is awash these days in social media specifics. It’s a little bit like someone telling you about a new city by describing the cracks in the sidewalk outside his door–you just don’t get the whole picture. To use a well-worn but apt metaphor–are you missing the forest for the trees?
As leaders in business […]


Minecraft’s Winning Social Strategy 8

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I’ve got some quick questions for loyal Marcana readers.
Which popular independent video game focused on mining and building sold over 500,000 copies?
What was the size of its budget for marketing and advertising?
The answer to the first question is Minecraft. The answer to the second is $0.
By any measure, Minecraft – a simple, independent game mostly […]


Are You Thankful for Positive Social Media? 5

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People respond to positivity. The Dalai Lama, confirmed by science, notes that people are more inclined to be open to others who are smiling. And our own mood rises measurably when we choose to smile.
I’ve learned some tough lessons in this regard in the past couple of weeks. My last couple of posts here were […]


Dear Little Startup: Do You Suck? 22

What’s in the mysterious package? Even if you already know, a part of you is calculating all the possible variations. Is it bigger or smaller than I thought? Is it way more cool than I thought? How much enjoyment will this new purchase bring my life? The sky is the limit when the brown-wrapped wonder arrives at your door…isn’t it? Did you make and/or ship the product in question? If so, then why are you letting this retention opportunity slip through your fingers?


Batteries Will Never Be Sexy 6

Don’t be surprised if your product or brand can’t be sexy in social media. Luckily for you, that’s not the sole criterion of viability within the medium. You can be a boring commodity and still have cause to stir a conversation about your organization, product and brand…if you see them clearly enough.