Parifornia

Original insights in international business and marketing

Business Integration and the Acquisition Hangover

You can’t open a business journal these days without reading of at least one business buying another.  This happens so frequently and all around the world that it feels like … Continue reading

April 9, 2013 · 1 Comment

Are You Really Listening to Your Customers?

“You have lots of nice rooms but no house.” This is a direct quote from a very important customer I once had.  To understand his meaning I have to take … Continue reading

April 2, 2013 · Leave a comment

Put More Fun in Your Marketing

For many marketers and organizations there is a strong tendency to take everything very seriously.  This is business, after all, and we must fight every day to survive.  Business has … Continue reading

March 25, 2013 · 2 Comments

Blogging Strategy: Strip Tease vs. The Full Monty

I’ve seen a couple of articles recently which called into question the benefits of revealing too much in a blog. As if putting it all out there was the professional … Continue reading

February 20, 2013 · 4 Comments

How to Unleash the Hidden Social Media Potential Within Your Organization

  Many of us are sitting on top of a pile of gold and don’t even realize it.  In fact, it’s more like we are sitting on top of massive … Continue reading

February 18, 2013 · 1 Comment

Is Inbound Marketing Just Another Passing Fad?

With all the ever-growing attention being devoted to digital marketing and social media these days, it begs the question of whether this is a passing trend or whether it is … Continue reading

February 13, 2013 · Leave a comment

Survival Strategies for the Great Digital Content Race

Picture the scene:  You’re at the starting line of a 1890s land-run back in the American West.  Packed around you are hundreds, perhaps even thousands of other prospectors just waiting … Continue reading

February 11, 2013 · Leave a comment

10 Strategies to Fix Your Trade Show Problems

You may have heard me say it before:  I don’t care much for corporate participation at trade shows and congresses.  Trade shows generate doubtful (or at best marginal) returns and … Continue reading

February 4, 2013 · 7 Comments

The Most Important Question You Can Ask

So much business focus these days seems to be on WHAT to make, WHERE to sell it and to WHOM.  This is standard operating procedure for many businesses.  After countless … Continue reading

January 31, 2013 · Leave a comment

7 Reasons Why Trade Shows Don’t Work Anymore

Trade shows are fast becoming an antiquated and outdated form of classical, outbound marketing.  I’ve never hidden my disdain for them and so I wanted to at least share some … Continue reading

January 28, 2013 · 5 Comments

Why International Business is Different

Doing business internationally is one of life’s great joys and challenges.  It is immensely enriching but it is neither for the faint of heart nor for those who are by … Continue reading

January 21, 2013 · 1 Comment

How Much is Too Much Spending?

In marketing as in life, there is a natural tendency to get greedy and think that more is always better.  It often seems that anything worth doing, is often worth … Continue reading

January 14, 2013 · Leave a comment

Writing is the “New” Marketing Skill

It is easy to think that the business world today runs almost exclusively on spreadsheets, e-mails and PowerPoint presentations.  The business memo has faded away from most organizations and even … Continue reading

January 13, 2013 · 1 Comment

The Product-less New Product Launch Event

Puzzled by the title?  Bear with me a bit.  In an article by Neil Rackham (author of SPIN selling) entitled “Why Bad Things Happen to Good Products,” the author makes … Continue reading

December 31, 2012 · Leave a comment

The Marketer as Challenger

Much has been made of the Challenger Sales Model.  First published just over a year ago, the book and Authors (Matthew Dixon and Brent Adamson) defied conventional wisdom that the … Continue reading

December 24, 2012 · Leave a comment

Customer Insight Gathering: 25 Prospecting Questions

In many organizations, Sales and Marketing are partnering to reframe the conversations field personnel are having with B2B customers.  The days of classic F&B selling are over and are being … Continue reading

December 17, 2012 · Leave a comment

Ten Signs Your Marketing Needs a Checkup

Marketing:  Heal thy self! With marketing evolving faster than ever before, it probably makes good sense for companies to do an occasional health checkup.  Here are a few signs to … Continue reading

December 7, 2012 · 1 Comment

Five Must-Haves for Successful Marketers

I’ve spent the past 15 years working in various Marketing roles.  From small firms to massive industry juggernauts,  from upstream product Marketing to downstream sales and business development, I’ve had … Continue reading

December 7, 2012 · 3 Comments

7 Guidelines for Selecting a Creative Agency

Creative or advertising agencies are an essential part of the marketing landscape.  No matter how big your business and how well funded you are, at some point you will require … Continue reading

December 6, 2012 · Leave a comment

The Decline of the Marketing Empire

There is a sobering image of Marketing’s perception within the corporation which is emerging. One that spells opportunity but also rings the death knell for traditional Marketing models and organizations.  … Continue reading

December 4, 2012 · Leave a comment

Three Ingredients for Successful Content Development

If you look around you’ll probably notice that almost everyone is jumping onboard the digital marketing bandwagon like its the last chopper out of Saigon.  Content is the new buzzword … Continue reading

December 3, 2012 · Leave a comment

3 Essential Inbound Marketing Skills

Over the years, the term Marketing has evolved into a catch all phrase that encompasses a wide range of activities ranging from product development,  product management, brand management, market research, … Continue reading

December 2, 2012 · Leave a comment

Let’s Get This Started

The world may not need another blog, but here comes one anyway.  After reading so much recently on business, marketing and technology, I figured it was high time for me … Continue reading

December 2, 2012 · Leave a comment

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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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