Entrepreneurial Thought Leaders Lecture

Tools

Taking Flight in a Hurricane - Brett Crosby (Google Analytics)
Date: 2/13/2008
Length: 4 minutes
Speaker(s): Brett Crosby
Sources: Stanford Technology Ventures Program
Description: Google Analytics' Group Product Marketing Manager Brett Crosby recalls how two brutal blows to his enterprise - losing a huge client in the 11th hour and the tragedy of 9/11 - forced him to reevaluate and streamline. Offices
closed, jobs were cut, and salaries were strapped for maximum efficiency. Having the wind knocked out of them also simplified overblown contracts and software, and switched their strategy from making money to market dominance. The result
included a better product, a better business, and a market presence that's still flying high today.

Other Videos in Series

Getting Acquired by Google - Brett Crosby (Google Analytics)
Brett Crosby
2/13/2008
Summary: Analytics company Urchin was acquired by Google because of the professional look of their trade show booth - and because their product was quality, says Google Analytics' Group Product Marketing Manager Brett Crosby. Here, he
recalls the nine-month process of the deal, and how a leak to the press nearly lost it all. Watch More
Maturing Your Brand - Brett Crosby (Google Analytics)
Brett Crosby
2/13/2008
Summary: Get a good copywriter and a graphic designer and you can look a lot bigger than you are, says Google Analytics' Group Product Marketing Manager Brett Crosby. Making your brand look rich makes any small company appear
richer. Watch More
Persistence and Simplicity - Brett Crosby (Google Analytics)
Brett Crosby
2/13/2008
Summary: When Google Analytics' Group Product Marketing Manager Brett Crosby was landing his first big deal, it took three simple clicks of the send key to make the right contact - and a white paper crafted overnight. His point: tenacity
and quick response time are the keys to forward motion. Watch More
Taking Flight in a Hurricane - Brett Crosby (Google Analytics)
Brett Crosby
2/13/2008
Summary: Google Analytics' Group Product Marketing Manager Brett Crosby recalls how two brutal blows to his enterprise - losing a huge client in the 11th hour and the tragedy of 9/11 - forced him to reevaluate and streamline. Offices
closed, jobs were cut, and salaries were strapped for maximum efficiency. Having the wind knocked out of them also simplified overblown contracts and software, and switched their strategy from making money to market dominance. The result
included a better product, a better business, and a market presence that's still flying high today. Watch More
The Benefit of Big - Brett Crosby (Google Analytics)
Brett Crosby
2/13/2008
Summary: Set your business model sites to large. Think globally, use multiple languages, and build your software products to be scalable. Not only will this improve your own company's growth, says Google Analytics' Group Product Marketing
Manager Brett Crosby, but it makes you a more appealing fit for acquisition by a larger player. Watch More
The Great Software Giveaway - Brett Crosby (Google Analytics)
Brett Crosby
2/13/2008
Summary: Why does Google hand out Google Analytics for free? Because there's more money to be made in ad spending, and because it's an altruistic solution for the digital ecosystem, says Brett Crosby, Group Product Marketing Manager. After
careful consideration at the time of Urchin's acquisition by Google, all parties agreed that keeping the web-based tools accessible to all would be the right strategy. Watch More
Wear Every Hat - Brett Crosby (Google Analytics)
Brett Crosby
2/13/2008
Summary: Brett Crosby, Google Analytics' Group Product Marketing Manager, shares a lesson from Michael E. Gerber's E-Myth series that's helped propel his business strategy: Do every job in your company, and as soon as you understand each
one, hire someone else to do it. Too many ventures spend too much time simply focusing on product, and overlook this critical focus on process. Watch More

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