Unfair Mindshare

05/10/2024

Unfair Mindshare lands in Vietnam.

05/06/2024

Giving back. The community of folks I’ve worked with over the years inspired and encouraged new paths in my career. Writing a book and sharing it with others is part of giving back to the community that taught me so much.

05/02/2024

Community-led marketing in a product-led world.

04/28/2024

Living up to its namesake. Another solid week for Unfair Mindshare on the charts.

04/27/2024

Books and BBQ. Sat down with John Gilroy to discuss the power of community-led marketing. Bigger reach, better data, tand more authentic connections.

04/27/2024

Tell me you liked the book without telling me you like the book.

11/17/2023

Unfair Mindshare debuted at #1 on its first day of availability. Thanks to all of you who picked up a copy.

11/03/2023

I became an Amazon bestselling author today. How about that?

My book is in the top 10 two weeks befoits official release date.

10/12/2023

I was deep in a conversation about go-to-market strategies when the CEO interjected, "Look, we've visited your website, and we've delved into your blogs. The pressing question for us is, 'Do we need a community?'"

Leading an early-stage software start-up geared towards the IT sector, this CEO hadn't made significant strides into community-centric endeavors. But now, with growth and scalability in focus, the allure of community-led marketing was hard to ignore.

His inquiry wasn't one to be glossed over with a mere "yes" or "no". It hinged upon expectations—both for the company's advancement and for enriching the community. At that juncture, I couldn’t discern if he was gunning for quick, tactical results or a more sustained, strategic impact. Additionally, I lacked a grasp of their prior commitments to community-led efforts.

In such scenarios, I usually steer the conversation with foundational questions:

How soon are you expecting tangible outcomes?
Is the envisaged community centered around your product or the larger industry?
Is there someone on your team poised to dedicate a minimum of 1,000 hours over the next year to actively engage with the community?
Can you articulate the objectives behind nurturing this community?
Who, in your estimation, would be the ideal participants for this community?
How would you quantify success arising from community-driven endeavors?

I was deep in a conversation about go-to-market strategies when the CEO interjected, "Look, we've visited your website, and we've delved into your blogs. The pressing question for us is, 'Do we need a community?'"

10/06/2023

🚀📖 I have some exciting news!

My first book, "Unfair Mindshare: A CMO’s Guide to Community-led Marketing in a Product-led World” just made its debut on Amazon Kindle's ebook store!

It’s just $1.99 on pre-order😂. It’s set at a low pre-release promo price for now. Here's the pre-order link:

https://www.amazon.com/dp/B0CKLVRQPP...

Grab your copy now.

ADVANCE PRAISE FOR UNFAIR MINDSHARE

“Derek Weeks’ Unfair Mindshare is a masterclass in community-led marketing. With his three-fold approach to marketing strategy, he demystifies the process and provides transparent, actionable advice. This book is a treasure trove of insights for any marketer.”
– Matt Heinz, Founder/President, Heinz Marketing
and Host of Sales Pipeline Radio

“Unfair Mindshare masterfully engineers a seismic shift in marketing, propelling the conventional playbook into a new era of community-led strategies. Building upon traditional product and brand marketing strategies, Weeks introduces a paradigm that helps businesses rise above the market noise. A courageous approach, grounded in real-world case studies, which makes it all the more compelling. Viva la revolution!”
– Paul Muller, Co-founder, Denting the Universe
and former Worldwide VP Marketing, Hewlett Packard

“Unfair Mindshare is the definitive guide to community-led marketing. Derek Weeks is a seasoned expert, whose 'been there, done that' expertise and comprehensive understanding of the synergy between product, brand, and community yield a book that's both inspirational and educational. Above all, it's brimming with actionable insights. This book is an indispensable read for the modern marketer.”
— Kathleen Booth, SVP Marketing & Member Experience
Pavilion

“Unfair Mindshare has redefined my perception of what's possible in community-led marketing. Weeks unveils innovative methods that align perfectly with our current landscape. For CMOs hungry for transformative insights, this book serves as your marketing North Star.”
– Missi Carmen, Chief Marketing Officer
Spirion

10/06/2023

"When was the last time you orchestrated a B2B software launch that resonated beyond the day it went live? Let’s face it, some launches echo; others are barely a whisper."

If you are on a quest to improve how you manage product launches or any go-to-market activity, let's dive into a new approach. The difference between a fizzle and a flourish lies in your strategy. This is 60-1-60 the approach. It's a new way to orchestrate the approach you take to market.

Unlike most of my blogs here that focus on community-led marketing, this one applies to all areas of marketing. In the multiple rounds of editing for Unfair Mindshare: A CMOs guide to community-led marketing in a product-led world, this approach could not be fit within the book. Yes, I have definitely used this approach in my community-led endeavors, but 60-1-60 works well in all parts of marketing as you define your plans and go-to-market strategies.

"When was the last time you orchestrated a B2B software launch that resonated beyond the day it went live? Let’s face it, some launches echo; others are barely a whisper."

10/03/2023

In the world of marketing, it's easy to get caught up in showcasing the merits of our products and services, believing they are the center of our audience's universe. However, the truth is, our target audience has a multitude of concerns, challenges, and aspirations beyond our offerings.

Chief Marketing Officers (CMOs) who recognize and embrace this reality can forge deeper connections with their audience through empathetic content. Let's embark on a journey to discover the power of empathy in marketing and learn how CMOs can lead their teams in creating content that truly resonates.

In the world of marketing, it's easy to get caught up in showcasing the merits of our products and services, believing they are the center of our audience's universe. However, the truth is, our target audience has a mult...