The Engel Journal

Personal opinions of Eisaiah Engel, a product marketer in Dallas, TX.

One millennial’s review of AT&T’s Workforce 2020

Picture of a modern workspace.

Naunce_09” by K2 Space is licensed via CC BY 2.0. Office is not AT&T.

In February of this year, AT&T’s CEO, Randall Stephenson, was quoted as telling employees, “There is a need to retool yourself, and you should not expect to stop.” I was excited to read this.

Fast forward to today.

As I was flipping through the pages of the latest Harvard Business Review, Inside AT&T’s Radical Talent Overhaul caught my eye. Interested to see how Randall’s retooling was going, I poured over every word of the article.

The article explained that AT&T is calling its talent overhaul program “Workforce 2020.” It is a company culture reboot of unprecedented scale. Many aspects of the program make sense to me as a millennial; here are my top three features:

Read the rest of this entry »

0 Bad Reviews: Imitating Alcoa’s transformation in the information age

Picture of Paul O'Neill from Alcoa

Paul O’Neill transformed Alcoa by changing one keystone habit, safety. Credit: CNN.

Here is how Paul O’Neill introduced himself to a crowd of Wall Street investors when he became the CEO & Chairman of Alcoa in 1987:

“Today, I want to talk to you about worker safety… I intend to make Alcoa the safest company in America. I intend to go for 0 injuries,” he told the Manhattan ballroom.

– The Power of Habit

The investors were dumbfounded because he did not talk about profitability – only safety. A year later, Alcoa’s profits hit a record high. When O’Neill retired in 2000, Alcoa’s market capitalization had increased by $27B. Someone who invested $1M in Alcoa would have earned $1M in dividends, and the value of the shares would have been $5M when O’Neill left.2

Read the rest of this entry »

You’re not a consumer?

24-year-old me:
“This gold pixie dust face cleanser is great, but there’s just one problem.”

Skincare promoter at a mall outside of Vegas:
“What is that?”

24-year-old me:
“I am not a consumer. So, naturally I would not buy this.”

Skincare promoter at a mall outside of Vegas:
Animated GIF of a woman saying, "What the fuck?"

Dear Skincare Promoter, if you are reading this, I have had better quotes since then! Besides the emotional intelligence faux pas, the statement “I am not a consumer” is factually wrong. I am a consumer every time I make the simplest purchase like gas or a 1970s bamboo bracelet.

Read the rest of this entry »

Habit is tech

Golden hamster running in a wheel, depicting the concept of habit

Hamster Wheel” by sualk61 is licensed under CC BY-NC-ND 2.0.

In 2010, I started a company that forever impacted how I approach product marketing. The company sold data, specifically sales prospecting lists for B2B marketing technology companies. Instead of simply delivering CSV files, our data was packaged in a web app that customers could use to interact with the data. The interface was original. Early feedback from customers indicated they were eager to use it. But, the heat was about to rise.

Read the rest of this entry »

How I got ‘hooked’ by Harvard Business Review

Magic happens when you give shoppers a way to identify with your brand. Just a few days ago, an article titled, “Product Success Is Not About the Zeitgeist,” flashed across my LinkedIn newsfeed. Eager to see if the author had touched on human universals, a topic near and dear to my work, I clicked on it.

Read the rest of this entry »

GIF in Udemy email—got my attention

GIF with popsicle melting over Udemy Logo

Animated image from a Udemy email “Last chance to treat yourself to a new skill at 30% off.” Message to Eisaiah Engel on June 17, 2016.

Email is 43 years old. GIF is 29. As much as these two get around and despite the age difference, you’d think they would have found each other… fallen in love… and made animated email babies a lot sooner. At least what’s what I thought when I opened the above email on June 17, 2016.

Read the rest of this entry »

How to ask for a LinkedIn recommendation? (R.A.D. technique)

Color Me Rad race - people in Pink

Color Me Rad has nothing to do with this but if it gets you to remember then great! Credit: “Color me Rad_111” by ludo is licensed under CC BY-SA 2.0 via Flikr.

LinkedIn recommendations are key to building your personal brand. Below is my R.A.D. technique to get LinkedIn recommendations. It uses the human universals of reciprocity and one.

Read the rest of this entry »

Thought experiment: What is marketing?

Cow pasture with sunlight pouring over the mountains like in a dream

Credit: “dream” by Luigi Alesi is licensed under CC BY-NC 2.0 via Flikr.

Poof! The internet, TV, radio, cellphones, print and all other marketing tools have vanished in a flash. No modern media exists. How then does a company get the word out about its products?

I suppose that in our imaginary world a company would have to get people to share its products–at least verbally through conversation with another. The more target customers who receive word about a company’s products, the more sales a company receives.

Read the rest of this entry »

How I think: Thursday, June 2, 2016

Rubix cubes floating across outer space

synapsis” by Leo Grübler is licensed under CC BY-ND 2.0

Questions are a window into the mind. Here are my questions today:

  1. What is perceived as more valuable: a 28 page PDF with tutorials or a 100 page PDF with tutorials?

    • Bob Bly says that electronically delivered books need to have 10x more information than physical books to get the same price point.
    • The trend is for copy to be short.
  2. When will email be dead and what will replace it?

  3. What can finance teach marketing?

    • Where do financial concepts overlap with marketing concepts?
    • Could finance and marketing be two sides of the same coin?
  4. Is rel=me transitive on Google, Yahoo and Bing?

    • What will the future use of rel=me be?
    • When will there be a rel=me for companies so that our B2B marketing databases can do things like connect PG.com to all of its related domains?
  5. How does my environment influence me?

    • What triggers are influencing me?
    • How do I encourage others to give me feedback? I tried this survey.

Read the rest of this entry »

“The most important competitive differentiator in b-to-b is the customer experience,” –Megan Heuer, Vice President, Research of SiriusDecisions.

{Drop the mic. Exit stage left.} Megan Heuer’s quote says it all.

Yesterday, on May 26, 2016, SiriusDecisions presented a research report, “2016 B-to-B Customer Experience Study,” during its 2016 B2B Marketing Conference / Summit shared some areas for improvement for B2B Marketers. The finding I especially relate to is:

Aleksander Nowak and I experienced the need to provide post-sale support on the front lines of our reputation management company that we started in 2012. Alek and I had daily involvement in the sales, marketing, operations and support roles of the company. I personally responded to 200 to 400 support tickets per day for two years; the customers must be satisfied!

Read the rest of this entry »

%d bloggers like this: