One of Ford’s mantras is "Strategy first, then tactics." That seems obvious enough but it's utterly amazing how often campaigns go off half-cocked without the slightest inclusion of competitive differentiation. Jack Trout and Al Reis are his marketing gurus. If you don't know who these guys are Ford can point you to a number of their great books. Two of his favorite slogans are "Clarity Trumps Persuasion" and “Become Distinct or Become Extinct.”
I'm a veteran agency and corporate PR pro with serious strategic chops and deep tech expertise…chips, boards, boxes and all the software that runs on them. However, I've contributed to the marketing success of lawyers, doctors, educators, SaaS education providers, government officials and even a nightclub. Well-honed PR skills are highly transferable. I started my career as a newspaper reporter and later a magazine editor, so I bring a fact-based approach to PR rather than arm waving, loud noises or stunts. I've also done stints in corporate communications with large and small companies, so I'm clear on what's needed on the receiving end of professional services. I've sold the value of public relations to dozens of CEOs and have a knack for creating winning campaigns.
I'm a solid editor of others' work as well as a well-practiced news and feature copy originator.