The frustration of the technical plateau I have spent more than 25 years watching how people connect and more than 15 years working with startup founders and mentoring them. During this time, I have seen a recurring pattern that affects even the most brilliant founders and leadership teams. It usually happens when a company is…
Scaling a venture is one of the most difficult challenges a founder will ever face. Statistics from the innovation ecosystem show a sobering reality. Nine out of ten startups eventually fail. When we look at the reasons for these collapses, we find that the problem is not a lack of effort or funding. Many firms…
Back in 2017, my colleague Aviram Galim wrote two pieces that felt like warnings from the future. One was about the “art of making noise”. The other was a plea for businesses not to lose themselves in the trap of numerical KPIs. Back then, we were mostly worried about noisy social media ads and the…
The narrative gap for biotech companies words have power. Most biotech companies focus on the dry data and heavy science – which are the core of their business and regulatorily required – but neglect the actual *human beings* they set out to help. I don’t think they mean to. I genuinely thing they are unaware.…
I am often asked by clients about “Influencer marketing”. More specifically I am asked whether it is something that they need to do or can do and how’s it’s done. Sometimes, it will appear as a fully formed request, usually after someone else (employee, colleague, family member, friend) tells them that they should do it.…
Community-based marketing for healthcare companies Community-based marketing is a targeted approach to promoting healthcare startups, medtech companies, biotech companies, and digital health companies that focuses on building relationships and engaging with specific communities of interest. This approach is highly effective for these types of companies, as it enables them to connect with their target audience,…
Lately I’ve noticed an increase in search trends for both “engagement strategy” and “community marketing strategy”. First thought is “ YAY! People are finally starting to realize that community is important and that it can be a marketing channel”. But then I noticed another thing, people search but do not seem to find the answers…
Foreword – a sneak peek into my innerworkings “Engagement” is a tricky KPI. On most social media analytics and insights it is measured as an integration of likes, comments, shares etc. All perfectly good and measurable parameters, but do they indeed embody what “engagement” is? I think not. When most humans think of the word…
Managing the unmanageable: Working with dispersed / remote teams and not losing your mind 2020 has plunged the world into a whirlwind of unknowns and “new normal” but one of the most significant changes was the switch to remote work, or “work from home”. Countries call it by different names such as “smart working” (here…
Elinor Cohen Named one of the top ten tech influencers for CES 2018 Earlier this week Digiobs, the French PR company, published its “what to expect” report for CES 2018, naming The Engagement Strategy Group’s Elinor Cohen, one of the top ten CES2018 tech influencers. In addition to naming the leading people talking about CES…