Table of Contents
Chapter 1. If you ask the wrong question, the answer doesn’t matter.
Marketing Myth #1: Marketing is just smoke and mirrors.
Chapter 2. The Nike Complex.
Marketing Myth #2: We’ll pay for marketing when we can afford it.
Chapter 3. The Gold Standard: Word-of-Mouth.
Marketing Myth #3: We Don’t need marketing because all our business comes from referrals.
Chapter 4. A Rose by Any Other Name…
Marketing Myth #4: People buy our products in spite of our name.
Chapter 5. Is Your Homepage Helping Your Brand Cut Through the Noise?
Marketing Myth #5: Customers expect a website but it’s not critical to our business.
Chapter 6. The New Age of Commerce.
Marketing Myth #6: Social media is for Millennials.
Chapter 7. Is Your Story Button On?
Marketing Myth #7: Great products sell themselves.
Chapter 8. The Future is Entrepreneurial.
Chapter 9. Conclusion. Show me the money.
Biography
Orly launched her consulting practice in 2002 to address the growing lack of brand clarity in the emerging digital age. Her brand makeovers help business leaders close the marketing gaps that get in the way of growing sales so they can scale their business in months instead of years. Prior to starting her practice, Orly ran the award-winning Zeewy Design and Marketing Communications firm and directed comprehensive marketing programs for national clients such as CIGNA, Kraft Foods and Prince Tennis. Orly has been a public speaker since 2007 and is a former lead speaker at Science Center. She has lectured at Wharton and taught emerging entrepreneurs at The Charles D. Close School of Entrepreneurship at Drexel University for three years. In 2017, she was featured in the Business Section of The Inquirer with two of her former Drexel students. She is currently a visiting professor in The Roy H. Park School of Communication at Ithaca College. Orly is a former guest blogger for Small Business Trends and Comcast Business Community and now contributes a monthly blog for The Marketing Journal. In 2016, Orly was one of three marketing advisors for the Comcast’s National Innovations 4 Entrepreneur Competition and was featured in their podcast celebrating Woman Entrepreneurship Day. Orly holds an MBA in Strategic Design from Kanbar College at Jefferson, a pioneer in integrative learning. She is a graduate of the Cincinnati College of Design, Architecture, Art and Planning (DAAP), one of the most prestigious design programs in the U.S. Orly grew up in Lausanne, Switzerland and is bilingual in French and English. She is currently writing a marketing guide for startups.
"A powerful and urgent introduction to lean marketing and the magic of getting it right."
-- Seth Godin, author, This is Marketing
