Bob Garfield

3 reasons you should treat your department like a startup

Managing digital marketing efforts is a lot like launching a new company. Here are the critical lessons that will take your efforts to the next level.

Are your campaigns getting lackluster results? Maybe you need to think like an entrepreneur. Minimum Viable Concept's Bob Gilbreath says there are three keys to launching a new company that marketers need to learn from. He tells iMedia Connection's Bethany Simpson why you need to find the pain point, focus on what you know, and generate revenue from day one.

Conversation highlights
0:00 — Don't create a solution unless you can fill a big problem
1:16 — Focus on what you know
1:54 — Should we hire or partner for expertise?
2:26 — Generate revenue from day one
3:14 — Why solving a problem allows for instant revenue
Run time is 3:46

Bob Gilbreath is a leader in new product and marketing innovation.  He works with both the world’s largest companies and earliest startups to define new paradigms for businesses success. Gilbreath leads consumer digital and marketing strategy at CincyTech, a public-private venture investment group in Cincinnati. He is also creator of the Minimum Viable Concept Test, a consumer research tool developed to improve digital innovation odds of success. And he is the author of the award-winning book The Next Evolution of Marketing: Connect with your Customers by Marketing with Meaning (McGraw-Hill 2009). His writing has been featured in Adweek and Entrepreneur, he has spoken at Harvard Business School, Google, the Cannes Lions Advertising Festival, and he has appeared on ABC News. Bob was named one of the iMedia 25 Internet Marketers and Innovators in 2010.