Piling on to whatever new buzzword has the attention of the public is as old as marketing. But marketers that engage in these tactics are doing themselves and their companies a disservice. This is especially for major purchases that require deliberation and invite comparisons. Over time, the truth will come out and real buyers won't be fooled. Usage is Fluid Too often, when … [Read more...] about Marketers: Fudging the Meaning of Buzzwords Matters (To You!)
credibility
Preserving Your Credibility Is Your Prime Directive
Social media is noisy. All those blogs, tweets, videos, photos, friends, reviews, and everything else create a real ruckus. And waves of spam, astroturf, and plain-old marketing prove that not everyone is trustworthy. So how can one learn from social media without getting taken for a ride? It's All About Credibility When it comes to social media, your credibility is … [Read more...] about Preserving Your Credibility Is Your Prime Directive
What I’ve Learned From Vendor Blogging
Concluding my series on vendor blogs, I'd like to share my own experiences. This will be much more personal than the other three articles, but will hopefully still be helpful. We're All Selling Something I've always been a vendor blogger, and so have you. It took me a long time to come to terms with this, but nearly everybody is a vendor of one sort or another: Regardless … [Read more...] about What I’ve Learned From Vendor Blogging
Consulting Is A Perilous Business But Credibility Is What Matters
I've called myself a "vendor-independent storage consultant" for more than a decade now, but my good friend, Greg Schultz, recently challenged me on that statement. Sure, I haven't worked for a vendor of tin boxes and spinning rust, or the software that runs the stuff, but I'm firmly rooted in the supply side of things. As a provider of consulting services, I just happen to be … [Read more...] about Consulting Is A Perilous Business But Credibility Is What Matters