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Guiding Principles

The Easy Way to Create Long Tail Content

Before getting into how to build thousands of content pages to create a long tail, it’s worth discussing again the purposes for which we produce the content.
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Why and How to Start Marketing Before You Have a Product

You don’t need a product if you discuss the problem, not the solution. The goal of your eventual product will be reaching people who have the problem you are trying to solve.
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Do You Need a Big Market to Be Profitable?

Businesses that understand their potential markets can better utilize their resources to maximize profitability at the lowest possible cost. 
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Striving for Profitability: Why and How

Companies that strive for profitability realize early that it requires a tight balance between earning and spending, a focus on marketing and customer relationships, and a constant dialogue with the market to ensure product-market fit. 
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External Resources

The Innovator’s Dilemma, When New Technologies Cause Great Firms To Fail

When I began my search for an answer to the puzzle of why the best firms can fail, a friend offered some sage advice. "Those who study genetics avoid studying humans." Christensen, Clayton M. The innovator's dilemma: when new technologies cause great firms to fail. Harvard Business Review Press, 2013.
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Case Studies

Offering a Product or a Service?

By the time BioForum joined SmartUp, there was a pressing need for global marketing to gain new customers based on 'BioForum's advantage of automated data services.
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You Can Dream Big, But You Must First Stand Firm on the Ground

Working with Yonathan and SmartUp methodology, we realized that inbound channels must be created in the earliest stages. It’s not just to close a deal! It’s the fundamentals.
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