"A powerful and urgent introduction to lean marketing and the magic of getting it right."
-- Seth Godin, author, This is Marketing
You may be familiar with the Silicon Valley expression about the iterative approach to software development, "We’re learning to fly the plane while we’re building it." If so, think of a startup—with all its moving parts, phases, and personalities—as flying a plane, while you’re building it, booking passengers, marketing the airline, interviewing co-pilots, and serving coffee. In this book, Orly Zeewy navigates the turbulence and provides a flight plan so you know when you’ve landed in the right airport.
Orly Zeewy is a brand architect who helps startups cut through the noise. She has worked with dozens of founders and entrepreneurs to uncover their brands’ DNA. In Ready, Launch, Brand: The Lean Marketing Guide for Startups you will learn how to close the marketing gaps that can slow down sales and make it harder to scale your business. Orly shares her brand process for building the right team, attracting brand evangelists, and cultivating a sustainable company culture.
Prior to starting her brand consulting practice, Orly ran the award-winning Zeewy Design and Marketing Communications firm and directed marketing programs for national clients such as CIGNA, Kraft Foods, and Prince Tennis. She has lectured at the Wharton School of Business at the University of Pennsylvania, taught at the Charles D. Close School of Entrepreneurship at Drexel University, and been featured in the business section of the Philadelphia Inquirer.
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
