It had been almost a year since I transitioned to a career in tech – and I was nervous. The software company I was working for was putting out a new product, and they’d put me in charge of the launch narrative.
The assignment was simple enough: come up with three concepts for what the “story” behind the campaign could be. Then, after presenting the concepts, make a recommendation of which one to go with and why. The Chief Marketing Officer (CMO) would make the final call from there.
I knew which one would work best. Not only did it communicate the value of the product clearly, it did so in a way that was bold, maybe even shocking by the low-energy, cookie-cutter standards of software marketing.
Read Full Article »