Posts Tagged ‘guerrilla marketing’

The Benefits of Specs and Standards Marketing

May 21, 2010

I grew up in a technical environment. My Dad, a mechanical engineer, VP of Manufacturing for ITT Europe, and disciple of William Edwards Deming, was always reminding me about the importance of science and technology. (That’s probably why I wound up working in high tech and then founding MarkeTech.) Many years ago he sent me the following.

“How Specs Live Forever (author unknown)

“The U.S. Standard railroad gauge (distance between the rails) is 4 feet, 8.5 inches. That’s an exceedingly odd number. Why was that gauge used? Because that’s the way they built them in England, and the U.S. railroads were built by English expatriates.

“Why did the English people build them like that? Because the first rail lines were built by the same people who built the pre-railroad tramways, and that’s the gauge they used.

“Why did ‘they’ use that gauge then? Because the people who built the tramways used the same jigs and tools that they used for building wagons, which used that wheel spacing.

“Okay! Why did the wagons use that odd wheel spacing? Well, if they tried to use any other spacing the wagons would break on some of the old, long distance roads, because that’s the spacing of the old wheel ruts. 

“So who built these old rutted roads? The first long distance roads in Europe were built by Imperial Rome for the benefit of their legions. The roads have been used ever since. And the ruts?

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David v. Goliath: Specifications and Standards

March 30, 2010

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The underdog applies a little friendly guerrilla marketing.

I just put the finishing touches on a press release announcing one of our firm’s clients throwing its hat into the ring as a supporter of the federal government’s Virtual USA program. Writing the release was fraught with memories of one of my other involvements in getting a client’s technology into a government-mandated specification and global standard.

Those memories include traipsing all over the world from one spec meeting to another. Being up most of the night not because of jet lag, but putting the final touches on a specification document, updating a PowerPoint presentation, or lobbying spec leaders in a hotel bar.

The specification subject matter focused on global standards for passenger use of laptops on commercial aircraft. Virtual USA has similar implications, as a program that will standardize agency emergency response databases at all levels, from the local police and fire departments up to the FEMA and Department of Homeland Security level. Both specifications address issues of safety…ways to prevent an exploding laptop battery at 30,000 feet being analogous to emergency first responders having access to national databases via GIS (Geographic Information Systems) mapping software.

Another analog is that both clients are comparatively small fish, and both have IP and products that are (more…)


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