I was talking to a friend over sushi the other

day and he asked me what was my biggest marketing

challenge.

I told him it was explaining to people what I do,

since what I do is a very new profession. He has

a printing business. When he says that to people,

they instantly get it. They know what he does.

The same doesn’t happen when I tell people I’m an

internet strategist.

Their first reaction is to ask me if I build

websites, and the second is to think that an

internet strategist is the same as an internet

marketer.

We are living in a time where new professions pop-

up every day. According to former secretary of

Education, Richard Riley, the top 10 jobs that

will be in high demand in 2010 didn’t exist in

So, I’m probably not the only one facing this

dilemma. This is a little effort to point out

today the basic differences in this confusion.

My work is to create a roadmap for a business to

be able to achieve high performance online. To

achieve that, we combine our knowledge on

consumer behavior and future trends with our

knowledge of the online tools that applied to my

client’s business would allow him to outsmart his

competition. We design a roadmap that if followed

will bring him extraordinary results in his

industry for a long time.

So, it is a mix of consumer psychology, market

trends, internet marketing, social media tools,

branding and positioning . When applied,

positions that company in such a way, that no

matter what tools will be in use tomorrow, only

minor shifts will be necessary.

The main focus is on consumer behavior,

positioning, usability and end-to-end control

over their online business process. Then the

tools come, with a specific strategy to make them

work together.

We ask: What is out there?

What is coming?

How will people react?

How do you want to be perceived?

How to do it?

Whom will you talk to?

How?

What do they want?

Why?

What are you willing to do?

How to combine that with online tools?

In a nutshell, we prepare businesses for the

future, having always the consumer behavior as

the starting point.