by Michael Grossman | Feb 15, 2020 | Branding, Cleantech, Climate Change
The Cleantech Brand Is A Failure If No One Knows What It Means Invariably, it happens. I’m out at an event with professionals. Maybe it’s a business awards dinner like last week or at a convention. Someone will ask me what I do for a living, and I explain,...
by Michael Grossman | Jan 11, 2020 | Branding, Delivering Your Message, Marketing Strategy
Two words no CEO of a seven or eight-figure company ever likes hearing from me are “market research,” as in, “I feel it would be helpful to clarify our value proposition, our strategic advantage, and our audience if we conducted some market...
by Michael Grossman | Dec 31, 2019 | Marketing Tactics, Uncategorized
Marketing Management Needs More Than One...
by Michael Grossman | Dec 15, 2019 | Content Marketing, Delivering Your Message, Email Marketing
Is anyone reading your email during the holiday season? And if they are reading or listening to your message, does it pass the threshold of caring? I’ve written before about how only about one-third of email recipients read beyond the fourth paragraph. What do...
by Michael Grossman | Oct 19, 2019 | Brand Stories, Cleantech, Green Marketing, Marketing Strategy, Startups
Part 1–Research This column is the first of a five-part series on the critical elements necessary for a cleantech company to successfully market itself, regardless of the budget. Do I Have To Pay For Marketing? One of the most frequent questions I...
