Gartner Blog Network

Posts from Date:   2013-9

Avoiding Cannibalization in Solution Packaging and Pricing

by Todd Berkowitz  |  September 25, 2013

  The Apple iPhone 5S and 5C models went on sale last weekend, and by all accounts, it was a very successful launch. More than nine million units were sold in the first three days. What made this launch interesting to me was that Apple was introducing two different models, ostensibly to appeal to different […]

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Storytelling Through Video

by Todd Berkowitz  |  September 18, 2013

  In my very first blog post, I talked about how tech companies could learn a thing or two from silly animal videos. Returning to that theme (sort of), tech companies can also learn a thing from how states are recruiting people for their new health exchanges. When I wrote about the “ultimate segmentation and […]

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Using Behavioral Economics for Product Strategy

by Todd Berkowitz  |  September 16, 2013

  I graduated from business school about eight years ago and aside from Michael Porter’s Five Forces and another topic I’ll talk about in a moment, it had been a long time since I actively thought about things I learned when getting my MBA at Santa Clara University. (And for the record, no professors had […]

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Overcoming Risk Aversion in Marketing Launches

by Todd Berkowitz  |  September 9, 2013

  In yesterday’s New York Times Magazine, there was a fascinating story¬†about why large Hollywood movie studios release their big budget films during the summer, even though all of their competitors are doing the same thing. It’s true that many of the biggest hits have been released in the summer season (dating back to Jaws […]

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Tech Marketers Need to Embrace Process

by Todd Berkowitz  |  September 4, 2013

Let’s face it. Aside from lawyers,¬†process management gurus or consultants, most people who work for tech companies are not huge fans of process. Startups in particular tend to thrive on being agile, nimble, and free-thinking and process is often viewed as the antithesis of these ideals. But as tech companies grow, process becomes more utilized. […]

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