Crafting the story for stealth-mode startups

By Tim Lord   |   May 20, 2019

In 2012, Shaku Selvakumar  took the kind of step that entrepreneurs live for: She stepped out of a successful marketing career at IBM to help guide the growth of a stealth-mode startup.

That startup, CognitiveScale, took a hint from its own name: Shaku started as employee number five; the headcount now is over 150.

I spoke with Shaku about the insights that experience yielded, in going from an established enterprise to a nimble startup.

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Digital marketing: Align your strategy, brand and message

By Tim Lord   |   December 12, 2018

strategy diagram strategy diagram

Every once in a while, I hear someone put the em-PHA-sis on the wrong syl-LA-ble, and it distracts me to the point where I miss the meaning. The lesson? Messages need to be clear and delivered correctly. (With bonus points for brevity!)

Your name in lights

Similar disconnects happen when an organization’s digital marketing messages clash with its established brand. It’s something people know when they see it.

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