CHAPTER 5

Ideas on the Rise

HOW TO FIND THEM AND GET BEHIND THEM

There are some marketing assignments that are inherently exciting, but launching a new version of accounting software isn’t one of them. So when Microsoft came to StrawberryFrog a few years back looking for ways to generate interest around the introduction of its new small business software, we almost had no choice but to look beyond the product for something to talk about.

We started, as we often do, by raising the question: what’s going on in the culture right now that might somehow be relevant to this product? At the time, tech start-up ventures were popping up everywhere, it seemed. It was a great time to be a young entrepreneur with a big idea.

In many ways, technology had ...

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