What's Your Story: Stand and Deliver

Filed in archive Business , Commentary , Marketing on July 24, 2007

This article is part of a series on guaranteed success for tech and media marketing.

1. What's Your Story: An iPhone Christmas

2. What's Your Story: Demystifying Apple

3. What's Your Story: All business is drama

4. What's Your Story: Make me care

5. What's Your Story: Stand and Deliver

You've created and told your story. Can you deliver the goods? It's time to execute. This is the hardest and the easiest part.

It's hard because it's real. You have marketing programs, sales, inventory, fulfillment, channels, and customer service to juggle, all the meanwhile starting on your next update and chapter of the story.

But it's also easy, and this is where I disagree with Cringely from the beginning of our series. If you created a tantalizing story that's accepted and shared among your users, sales will not be difficult. Moreover you've built up a huge store of brand equity that is capital that you can spend to overcome the inevitable problems, whether they're shortages, bugs, or undermanned service. You've relegated them to minor plot point in your story.