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'So What?' Marketing
The simple fact is that marketing is not about you and your technology or business. It's about your customers and how your company or solution can help them be successful in their business. Asking the 'So What?" question from your customers' perspectives - then using those advantages as the platform for your marketing messages can make the difference between grabbing audience attention and keeping it, or losing them before you ever get a chance to communicate.

Other technical infrastructure Related Articles

Tips for Technical Writing
Technical writing warrants method and practice. The following article providers tips to aid in technical writing endeavors.
Wanted: jobs for Africa’s youth - Public Works
In many countries, immediate, short-term solutions are needed to quickly ease the burden of unemployment. Public works programmes are a popular option. South Africa, which commits more than $800 mn to public works, has one of the best programmes on the continent, reports the ILO. In terms of technical design standards and the quality of completed physical infrastructure, the country’s public works programme “was regarded as surpassing anything that the ILO members of an evaluation team had encountered in more than 30 developing countries in Africa, Asia and the Pacific,” notes the ILO.

Incremental or not, what Africa needs is Entrepreneurial Infrastructure
Andrew Mack, Founder and Principal of AMGlobal Consulting, blogs about how "Entrepreneurial Infrastructure" more than "Incremental Infrastructure" is what Africa needs and has shown it wants.
3.2 Investing in jobs and the community: Working Out of Poverty
Spending on infrastructure represents about 20 per cent of total investment in developing countries, and from 40 to 60 per cent of public investment, according to the World Bank. A reorientation of policies on infrastructure investment to ensure that technically viable and cost-effective employment-intensive options are used speeds the reduction of poverty by generating productive and decent employment. The challenge is to develop the appropriate mix of capital- and employment-intensive investment techniques according to each country’s needs and resources.
Human Capital Formation by MNEs: Supporting Formal Education
While training is no doubt the major source of HRD activities undertaken by the MNEs, they can also contribute to the HRD of host developing countries by mobilising formal education. One of the MNEs that has invested substantially in formal education is Intel. They have invested in curriculum, educational equipment, infrastructure and technical support to almost all countries where they have production facilities, including Argentina, Brazil, Costa Rica, China, Malaysia, South Korea, India, Russia, Poland, Ireland and South Africa.
A False Assumption Made by Too Many Aspiring Entrepreneurs
In his best selling book, The E-Myth Revisited, Michael Gerber said that most people fall victim to the most disastrous assumption anyone can make about going into business. He calls it 'The Fatal Assumption'. That Fatal Assumption is: if you understand the technical work of a business, you understand a business that does that technical work. In other words, don't assume that if you know how to bake pies (technical work of a business), it means you know how to successfully run a business that sells pies (business that does that technical work).
Downloadable Soft Skills Train the Trainer Training Materials Streamlines Training
Most trainers start their career in technical roles. After all, before they become confident to teach others, they need to know the topic they want to teach inside out. Learning something deeply takes years and requires a lot of persistence. Eventually, a technical person may decide that it is time to start transferring that knowledge to others. This is where training and knowing how to train others comes into equation. We all know that someone can be very good at what they do but might not be good at telling you how they do it. On the other hand, some people are very good at explaining everything in simple terms, even though they are not world famous in their technical field.

Where the Jobs Are/Will Be
Not surprisingly, the job growth in technical fields will exceed the increases in the non-technical.
B2B PR – Planning for Success
Business-to-business public relations demands a different approach to consumer PR. Consumer and B2C PR is often event or stunt driven with a short term focus. B2B PR is based on hard facts, technical discussion and demonstrating capability. Building confidence and credibility with technical buyers, engineers, architects and other professionals encourages sales and fosters long term business. To achieve lasting results, you need a strong working relationship with a technical PR specialist who understands your products, your markets and your customer needs.
Managing techies
Do you need to come from a technical background to manage technical people?
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