The New Alchemy: 3 Tips that Can Turn PowerPoint into Content Gold | Parte (3)

The basics: Make your slides viewable or downloadable online, using SlideShare or Acrobat formats

The easiest and most basic way to use presentations in content marketing is to place a downloadable PDF (Acrobat) file in an article or post, or to use a public slide sharing service to embed the slides into your web pages or posts.

PDF. Most presentation programs now offer a “Save as PDF” option that will produce a ready-to-view file that will work with just about any desktop or mobile device. When saving a file for viewers to look at, use this option rather than uploading the PowerPoint presentation itself, since Acrobat Reader is a much more universal viewing application than PowerPoint.


For many centuries and across cultures — long before chemistry was a science — alchemists pursued a famous quest: to turn common lead into gold. This ancient challenge piqued the interest of luminaries as notable as Leonardo da Vinci, Sir Isaac Newton, Albertus Magnus, and countless others. But except for the brief experiments of a Nobel laureate in the 1950s, the goal of making common materials into precious metals has proven elusive.

Marketers: Searching for nuggets

Today’s marketers are pursuing a different kind of gold: the educated and ready-to-buy prospect. Much has been written here about the critical importance of fresh, original content to attract potential buyers, make them smarter, and move them closer to a choice that favors our products or services. Leer más “The New Alchemy: 3 Tips that Can Turn PowerPoint into Content Gold | Parte (3)”

Las 10 lecciones que dejó Steve Jobs

La vida y obra del fundador de Apple e ícono de la informática ofrece consejos, anécdotas, tips, curiosidades y ejemplos que sirven de enseñanza a cualquier emprendedor. Las claves de un mago que hizo historia tecnológica con una manzana.

Por Maximiliano Poter

Fue el co fundador de una de las empresas más importantes de los últimos tiempos. Llegó a liderarla en dos oportunidades de 1976 a 1986 y, luego, de 1997 a 2011. Pero además, Steve Jobs, marcó un estilo de gestión e innovación, tan innovador como controvertido. 10 claves para entenderlo y sacarle provecho.

Ser capitalista no es lo mismo que ser
conservador
En 1996, Apple era una empresa que estaba al borde de la ruina. Quince años más tarde, un 9 de agosto de 2011, se convertía en la compañía de mayor capitalización en el mundo, superando a la petrolera Exxon Mobil. En ese tiempo, la firma pasó de cotizar 8 a más de 366 dólares por acción. ¿Cómo lo logró? Asumiendo riesgos. Cuando Jobs regresa a Apple luego de haber sido despedido en 1985, el fabricante se embarca en el desarrollo de una serie de productos disruptivos que llevaron a la firma a liderar negocios que le eran completamente ajenos: desde la polémica (por entonces) computadora sin lectora de disquetes (la colorida iMac, en 1998) hasta el ingreso en el negocio de la música digital (de la mano del tándem iPod + iTunes), en la telefonía móvil (con el iPhone) y la creación del rubro tablet (con el iPad).


La vida y obra del fundador de Apple e ícono de la informática ofrece consejos, anécdotas, tips, curiosidades y ejemplos que sirven de enseñanza a cualquier emprendedor. Las claves de un mago que hizo historia tecnológica con una manzana.

Por Maximiliano Poter

Fue el co fundador de una de las empresas más importantes de los últimos tiempos. Llegó a liderarla en dos oportunidades de 1976 a 1986 y, luego, de 1997 a 2011. Pero además, Steve Jobs, marcó un estilo de gestión e innovación, tan innovador como controvertido. 10 claves para entenderlo y sacarle provecho.

Ser capitalista no es lo mismo que ser
conservador
En 1996, Apple era una empresa que estaba al borde de la ruina. Quince años más tarde, un 9 de agosto de 2011, se convertía en la compañía de mayor capitalización en el mundo, superando a la petrolera Exxon Mobil. En ese tiempo, la firma pasó de cotizar 8 a más de 366 dólares por acción. ¿Cómo lo logró? Asumiendo riesgos. Cuando Jobs regresa a Apple luego de haber sido despedido en 1985, el fabricante se embarca en el desarrollo de una serie de productos disruptivos que llevaron a la firma a liderar negocios que le eran completamente ajenos: desde la polémica (por entonces) computadora sin lectora de disquetes (la colorida iMac, en 1998) hasta el ingreso en el negocio de la música digital (de la mano del tándem iPod + iTunes), en la telefonía móvil (con el iPhone) y la creación del rubro tablet (con el iPad).

“Muchas veces, la gente no sabe lo que quiere hasta que se lo mostrás”
Lo dijo Jobs en una entrevista a la revista Business Week en 2007 y es la frase que mejor resume el leitmotiv de innovación que caracteriza a Apple, además del descrédito de su fundador al uso de focus groups como herramientas de estudio de mercado. A principios de los 80, nadie pensó en operar una computadora mediante una interfaz gráfica, con objetos que se podían mover con un mouse, hasta que llegó el Macintosh y popularizó una nueva y más sencilla forma de trabajar con un ordenador, sin tener que apelar a largos y complejos comandos escritos. ¿Cuántos deseaban un celular con pantalla táctil o un equipo tablet hasta ver un iPhone o un iPad en acción? Jobs conocía cómo convertir la invención en un objeto de deseo masivo porque, en sus propias palabras, sabía que “la innovación es lo que distingue a un líder de un seguidor”.

“Empatía, concentración, atribución”
Mike Markkula, quien fue el primer ángel investor de Apple y figura paterna de Jobs en cuanto a prácticas de negocios, escribió el documento en el que la empresa, desde sus albores, basó su filosofía de marketing, fundada en tres puntos. “Empatía” se refería a crear una conexión íntima con los sentimientos del cliente. “Concentración” apuntaba a tener un sistema de trabajo que descartara lo irrelevante para conseguir un buen resultado. Y la “atribución” tenía que ver con la opinión que se forma el público a partir de la imagen que transmite un producto. Según Markkula: “La gente sí juzga un libro por su portada. Puede que tengamos el mejor artículo, pero si lo ofrecemos en una presentación barata, pensarán que es algo barato”. Jobs mantuvo esa ética hasta el presente: “Cuando abrís la caja de un iPhone queremos que la experiencia táctil establezca la tónica de cómo vas a percibir el producto. Mike me enseñó eso”, reveló en su biografía. Leer más “Las 10 lecciones que dejó Steve Jobs”

Innovation and the Renaissance man (or woman)

The “Renaissance” men and women were naturally curious and didn’t have Google or the ability to view information at their fingertips. They worked for the information they consumed and were happy to contribute information and insights back. This broad networking and learning made them more innovative, to our great satisfaction, at least where governance is concerned.


It’s increasingly obvious that good innovators come in all shapes and colors, all moods and forms.  What’s also obvious is that many of the best innovators seem to be “Renaissance” people – that is, people with a lot of interests or who are engaged in a lot of different fields.  This always poses an interesting chicken and egg question for me:  do you have to be a Renaissance person to be innovative, or do all innovators resemble Renaissance people?
Leer más “Innovation and the Renaissance man (or woman)”

Look to Nature for a Creative Breakthrough

This is the first in a series of creative thinking techniques — simple ways you can spark new insights, ideas, and ahas. The techniques are excerpted from my award-winning book, Awake at the Wheel.

Leonardo DaVinci got his idea for the airplane by watching birds in flight.

The creators of Kung Fu developed many of their techniques by watching animals fight.

The pharmaceutical industry develops many of its “miracle cures” by studying the natural healing properties of herbs and plants.

Bottom line, nature is a great source of breakthrough ideas.

The secret for meeting your biggest challenge, in fact, may have already been worked out thousands of years ago by a cockroach.


by Mitch Ditkoff

Look to Nature for a Creative BreakthroughThis is the first in a series of creative thinking techniques — simple ways you can spark new insights, ideas, and ahas. The techniques are excerpted from my award-winning book, Awake at the Wheel.

Leonardo DaVinci got his idea for the airplane by watching birds in flight.

The creators of Kung Fu developed many of their techniques by watching animals fight.

The pharmaceutical industry develops many of its “miracle cures” by studying the natural healing properties of herbs and plants.

Bottom line, nature is a great source of breakthrough ideas.

The secret for meeting your biggest challenge, in fact, may have already been worked out thousands of years ago by a cockroach. Leer más “Look to Nature for a Creative Breakthrough”

Balancing Inspiration and Individuality

I love it when a good story is broken down so that even the simplest of minds can understand. I’m not the smartest, fastest or most creative person in the world, so I don’t like using a lot of big words or fancy jargon to try and impress you — but I’m learning every day, and that is what pushes me on. Let me cut the small talk and dive right in.

The Current State

When I look out on the hillside of design, all I see are copies of what great designers have done before us. The landscape has become so congested with cookie-cutter homes that seeing the real people living inside has become hard. It’s like watching that movie Pleasantville, in which everything is black and white and no one knows any better, and yet there are those pursuing something different, something original.

My hope is to inspire you to step away from the computer and open your eyes to the world around you. Expand your mind; think beyond the limits of the liquid crystals staring back at you.

Getting Started

The first step in any recovery process is to admit that there’s a problem. Once we’re comfortable admitting that we’ve been copying each other’s style, we can move on. The next step in this design detox, if you will, is to close the laptop, turn off the monitor, put down the iPhone and go find a pen or pencil and some paper. Not so fast with that Moleskine journal! It won’t help you. You understand that Apple and Adobe products don’t do the work for you, and neither will the Moleskine make you a better [fill in your profession]. Only with time, patience and practice will you begin to refine your skills.

Don’t worry if you think you can’t draw. I hear that a lot, and I wish people would remove the word “can’t” from their vocabulary. Maybe you’re not good at drawing people but are amazing at drawing monsters, or maybe you’re not good at drawing buildings but are excellent at sketching wireframes. Just because your drawings don’t look like those of people you admire does not mean your drawings are no good.


I love it when a good story is broken down so that even the simplest of minds can understand. I’m not the smartest, fastest or most creative person in the world, so I don’t like using a lot of big words or fancy jargon to try and impress you — but I’m learning every day, and that is what pushes me on. Let me cut the small talk and dive right in.

The Current State

When I look out on the hillside of design, all I see are copies of what great designers have done before us. The landscape has become so congested with cookie-cutter homes that seeing the real people living inside has become hard. It’s like watching that movie Pleasantville, in which everything is black and white and no one knows any better, and yet there are those pursuing something different, something original.

My hope is to inspire you to step away from the computer and open your eyes to the world around you. Expand your mind; think beyond the limits of the liquid crystals staring back at you.

Getting Started

The first step in any recovery process is to admit that there’s a problem. Once we’re comfortable admitting that we’ve been copying each other’s style, we can move on. The next step in this design detox, if you will, is to close the laptop, turn off the monitor, put down the iPhone and go find a pen or pencil and some paper. Not so fast with that Moleskine journal! It won’t help you. You understand that Apple and Adobe products don’t do the work for you, and neither will the Moleskine make you a better [fill in your profession]. Only with time, patience and practice will you begin to refine your skills.

Don’t worry if you think you can’t draw. I hear that a lot, and I wish people would remove the word “can’t” from their vocabulary. Maybe you’re not good at drawing people but are amazing at drawing monsters, or maybe you’re not good at drawing buildings but are excellent at sketching wireframes. Just because your drawings don’t look like those of people you admire does not mean your drawings are no good. Leer más “Balancing Inspiration and Individuality”