Original insights in international business and marketing

Got Boring Marketing? Stop Trying to Please Everybody & Stand for Something!

Are commercial success and controversy mutually exclusive?  If you go by P.T. Barnum’s (attributed) quote “There is no such thing as bad publicity,” then all types of public attention are … Continue reading

February 9, 2017 · Leave a comment

The Quest for Perfection is Slowly Killing Your Business

Looking back on my 20+ years marketing career, I am amazed at how much time and energy was spent on perfecting designs, brochures, presentations, etc… At the time, it felt … Continue reading

February 3, 2017 · Leave a comment

Tired of Meetings Going Nowhere? Give This a Try.

Picture this scene: A group of mid/upper level managers have been in a meeting for over 90 minutes. The discussion has been going around and around on a particular contentious … Continue reading

January 13, 2017 · Leave a comment

You Call Yourself a Digital Marketer?

Lately, it seems that no marketing job description or resume is complete without at least one reference to Digital Marketing. Digital Marketing is a popular yet loose term that is … Continue reading

January 4, 2017 · Leave a comment

Chatbots Will Make Healthcare More Patient Centric

Modern healthcare is riddled with challenges and stories of the system failing patients. That’s hardly news. What may be surprising, however, is to discover just how inefficient and disconnected patients … Continue reading

December 14, 2016 · 1 Comment

How Chatbots Can Help Revive Ailing Health Apps

Today, there are an estimated 160,000+ health apps available for smart phones. Very few have really made it into the mainstream and even fewer have had a lasting effect on … Continue reading

December 1, 2016 · Leave a comment

Chat Bots Are the Next Digital Platform for Self Promotion

Here’s a bold prediction: Setting up your personal Chat Bot will become as common and as simple as creating a LinkedIn profile. Until then, there is a unique opportunity for … Continue reading

November 17, 2016 · Leave a comment

Forget Apps. Chat Bots Will Revolutionize Healthcare.

If your organization is in the process of developing a new health App, you might want to hit the “Pause” button and consider the following. There are an estimated 2+ … Continue reading

November 2, 2016 · Leave a comment

Why Great Strategies Fail

The benefit of experience is that you start to recognize familiar patterns in the ways organizations behave.  A common one is the borderline obsession companies have with strategy & growth.  … Continue reading

October 27, 2016 · Leave a comment

Healthcare is in a Tech Bust.

  At least that’s the opinion of Marc Andreesen as expressed in a Vox article last week. While I don’t personally know the man and can’t vouch for his Healthcare … Continue reading

October 13, 2016 · Leave a comment

The 3 Product Manager Personas. Which one are you?

A simple framework that can be used to quickly identify the quintessential traits of a successful PM

September 28, 2016 · Leave a comment

Turning Medtech Product Development Into a Competitive Advantage

“Medical Device and Diagnostics Industry” has just published my newest article entitled “Turning Medtech Product Development Into a Competitive Advantage.” Check it out on their website by following this link. … Continue reading

September 22, 2016 · Leave a comment

Why do Medical Devices Take so Long to Develop?

In an age when entirely new car models can come out in under three years or when new lifestyle gadgets like phones can get released in well under two, why then do new medical devices take so darned long? Here are some obvious and less obvious reasons.

September 8, 2016 · Leave a comment

How to Win Tomorrow’s Marketing

Marketers need to take risks and continuously adapt tone, channel and content to jockey for a privileged position in their customer’s mind. Winners in this rapidly-evolving & competitive landscape will be the ones that can create, adapt and evolve on the fly, very often using emerging digital marketing platforms (e.g. chat bots, AI, social media,…).

August 29, 2016 · 2 Comments

10 Tips to Recruit Internal Social Media Ambassadors

Finding internal brand or product ambassadors for social media is one of the most impactful ways to generate/curate content and engage with customer communities.  The thing is that very few … Continue reading

April 11, 2014 · Leave a comment

Does Your Marketing Communication Address the 3 Whys?

Once upon a time there was a bright Marketer who knew all about his products.  He could tell you everything you wanted to know about his line and could even … Continue reading

March 11, 2014 · Leave a comment

The Se7en Marketing Profiles

This week we are kicking off the New Year with a slight change of format.  I have created a free-to-download SlideShare Presentation on the Se7en Marketing Profiles an organization will … Continue reading

January 14, 2014 · Leave a comment

This is How Smart Marketers Will Win

If the goal of marketing is to create awareness and demand then what is the point of using conventional tools, mediums and messages?  In a world that’s always on, packed … Continue reading

December 17, 2013 · Leave a comment

9 Huge Tech Waves to Ride Now

The incredible rise of new technologies and the wired universe unfolding around us are creating endless possibilities for companies to radically shift business models, accelerate innovation or simply outperform the … Continue reading

October 26, 2013 · Leave a comment

What Marketing Can Learn From Portfolio Management

Business people, and especially marketers, are always hatching new ideas, programs or campaigns.  Its just what they do.  Unfortunately, we live in a world of finite resources – and budgets. … Continue reading

July 17, 2013 · 4 Comments

The Secret to Getting Things Done

The road to hell is still under construction.  The company hired to build it hasn’t been able to finish it.  They haven’t even ordered the good intentions to pave it … Continue reading

June 26, 2013 · Leave a comment

Create a Winning Digital Marketing Strategy

The content marketing land grab is happening. Right now. Everywhere. Are you actively participating in it yet? Are you just dipping your toes in the water or are you watching … Continue reading

June 20, 2013 · Leave a comment

Rescue Your Marketing!

I keep being drawn back to the Fournaise Group’s 2011 survey of 600 CEOs that showed a very bleak perception of Marketing’s value.  While you may have issues with the … Continue reading

June 13, 2013 · Leave a comment

How to Know if You are Still Relevant

Survival in the business world is normally tied to one’s value to the organization. Not a year goes by when companies aren’t tightening their belts and asking more from each … Continue reading

May 25, 2013 · Leave a comment

The Future of Work: It Looks a Lot Like This…

For those of you who haven’t had a chance yet, I strongly encourage you to drop by oDesk to see what the future of work – possibly even YOUR future … Continue reading

May 18, 2013 · Leave a comment

When is Exceptional Performance Not Exceptional?

When business is doing great, everybody looks like a star.  Over several years, however, people can come to believe that their personal contributions or the combined efforts of their department … Continue reading

May 11, 2013 · Leave a comment

You Won’t Find the Answers in The Office

They say that visiting houseguests are like fish:  after a week they stink up the place.  The same could be said about marketers in the office.  You see, marketers have … Continue reading

April 30, 2013 · Leave a comment

A Simple Checklist to Make Your Marketing Plan Sizzle

Marketing plans are a dime a dozen.  Almost anyone can throw one together without too much effort.  Quality and usefulness, of course, are an entirely different matter. Marketing Plans typically … Continue reading

April 23, 2013 · 1 Comment

Why Marketing and Sales Need to Get Along Better

Getting along well with a sibling can be a challenge.  Take for example the relationship between sales and marketing.  There have been a number of studies and articles written over … Continue reading

April 16, 2013 · Leave a comment

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Who is behind Parifornia?

Andrew Hyncik

Andrew Hyncik

Parifornia is the creation of Andrew Hyncik, an experienced International Marketing executive who's lived and worked for over 20 years in both Europe and North America.

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