This is the index to a series of articles I’ve been writing for redgate, published on their AllThingsOracle site, about generating and reading execution plans. I’ve completed a few articles that haven’t yet been published, but I’ll add their URLs when they’re available.
I don’t really know how many parts it’s going to end up as – there’s an awful lot that that you could say about reading execution plans, even when you’re trying to cover just the basics; every time I’ve started writing an episode in the series it’s turned into two episodes. I’ve delivered 10 parts to redgate so far; the active URLs below are the ones that they are currently online.
- Part 1 – Finding plans
- Part 2 – Things to see
- part 3 – “The Rule”
- part 4 – Timing and Precision
- part 5 – First Child variations
- Part 6 – Pushed Subqueries
- Part 7 – Query Blocks and View Operators
- Part 8 – Cost, time, etc. (the predictions)
- Part 9 – Multiplication
- Part 10 – Guesswork
- Part 11 – Actuals (Rowsource execution stats)
- Part 12 – Cardinality Feedback
- Part 13 – SQL Trace and tkprof
- Part 14 – SQL Monitor
Chapter 11 is about to be published, so I’ve popped this catalogue to the top of the stack. Episode 12 is written, but waiting for its final proof read.
This week we’re happy to have Oracle WebCenter expert Mitchell Palski join us for a Q&A as he discusses strategies and best practices for how to Process Automate Business Solutions.
Q: So, what exactly are Process Automation Solutions and why are they important?
Today’s organizations face increasing business pressures due to:
- Constantly changing competitors
- Stricter regulations
- Faster pace of innovation
- Customer demand for better customer service
- Seamless collaboration among all stakeholders
- Deep insights for making better business decisions
- An unprecedented level of agility and operational excellence
Q: How does Process Automation Enable the Digital Business? A Digital Business extensively uses information technology and the vast amount of business data that it collects in an intelligent fashion. Data intelligence enables an organization to adopt new and innovative business models that:
- Reduce cost
- Increase efficiency
- Improve customer experience
Q: What types of technologies are available to help deliver Process Automation Solutions? Oracle helps your enterprise excel in process management by delivering a comprehensive, industry-leading BPM suite.
The Oracle BPM Suite includes:
- Business user-friendly modeling and optimization tools
- Tools for system integration
- Business activity monitoring dashboards
- Rich task and case management capabilities for end users
The Oracle Business Process Management Suite (Oracle BPM Suite) enables intelligent and adaptive business processes for both structured, automated flows as well as dynamic, collaborative case management.
Q: If an organization chooses to implement this type of solution, what are some of the benefits they can expect to receive? Look at the pain points of your business processes as they stand today. What complaints do you hear? Where do you lose money?
Do you suffer from a lack of process automation that leads to inevitable mistakes and delays to service delivery? Fat finger errors that cost your organization penalties and fees?
Do you struggle with undocumented processes that are difficult to define and refine? What about confusion between your business and IT teams? How does your organization go about modeling and implanting critical processes?
How do you even evaluate the effectiveness of your processes? If they are manual and/or paper-based you probably do it qualitatively. How does that qualitative feedback translate into justifiable business decisions?
Oracle BPM Suite provides your organization with the tools to:
- Realize faster time-to-value when implementing business processes
- Real-time information through rich process analytics
- Business architecture modeling tools for fast process definition
- Industry proven templates and tools for superior case management solutions
- Simple work management through business-centric tools
When I started InteliVideo, it seemed SO clear to me that we had developed an amazing offering that everyone would tell all of their friends about us. It was also clear to me that all of my friends who were in the training business (doing training in person or virtually - via WebEx) would choose to start offering their training through our platform. After all, they have a brand, they have a customer base and they want to provide their training to their customers. They certainly don't want to put their training into YouTube and serve it up for free. They certainly don't want their customer to watch their training and then at the end of the video for them to see 10 of their competitors videos to choose from. This seemed so obvious to me. But...it clearly wasn't clear to them because they didn't flock to our platform - even though I offered it to them repeatedly.
After all, I knew just how easy it was for me to create my content (i.e. record a video lesson), bundle up a series of lessons into a product, set a price and away I went, selling my training online. I knew just how excited and energized many of my students were to be able to watch my training. They could watch it one time or 1000 times - at their own learning pace. I could see their progress! In fact, I knew that many of students came to me and asked for additional custom lessons, which I charged them a consulting fee to produce for them (i.e. $200 for one lesson). I set up the lesson at $200 in the platform (without any videos in it), asked them to pay for the lesson, then I recorded it and attached it to the product...and reduced the price of the lesson for future purchasers to $15-25. In other words, I created new content for a fee AND I was able to sell it time and time again.
You see, I've written 6 technical books (on average about 1000 pages each) that took 6-12 month of my life to write. Sure, it generates credibility in a subject area, but it doesn't generate a lot of direct revenue. Whereas recording and then selling a video-based course requires less than one one hundredth of the effort of writing a book for the same, actually better output.
Where am I going with all of this? Well...after trying to convince 1000s of small business owners that they should use our platform, offering them free trials to see just how easy it is, talking endlessly about what's in it for them, we concluded that this futile effort of virality is insanity. The common definition I hear for insanity is doing the same thing and expecting different results. We continued to try to convince people - sure with more convincing messages - but the "conversion rate" (the number of people who signed up and were successful) was not good.
When we stopped and looked at who are real customers are that generate real revenue, we quickly discovered that they are what we might refer to as elephants. Big companies who completely understand how to develop, curate, sell, and ultimately deliver valuable content to their customers...who buy from them time and time again.
So we changed our approach and our website to communicate to the elephants. This new approach will go live today. The "old approach" will show up as a "Small Business" link at the bottom of the page. The new approach explains the deeper details of integration, APIs and things that are important to the larger companies who know to sell their valuable content.
We've had GREAT success with our elephants and we're VERY excited about where they are taking us! We have a TON of new functionality that we continue to roll out each week. We have integrated with a number of shopping carts. We've created a new template system that will allow us to create a completely different look and feel for each of our clients. We're launching a whole new series of brandable apps in the next few weeks. We completely understand just how important our apps are to our success and have spent a fortune recreating our apps from the ground up.
It's been an exceptionally gifted ride over the last year. We finalized our series A round this summer. Startups are an adrenaline junkie's dream job. One day you're riding high on your laurels of success and the next day you're wondering how you're going to get to a cash flow positive position. All the while, life, real life goes on. Your family continues to age, grow up, build their own businesses and maybe you're not out having as much "fun" as you might like to. For me that translates to not riding my dirt bike or snowmobile as much as I would like. But I'm having fun in the business - that's the tradeoff.
That's what I call opportunity cost. Each day you could be doing what you're doing or something else. Take a minute to think about the cost of what you're doing right now. Should you be hunting virality or elephants?
It happens that I was busy with the email-adapter myself, and it would be nice to have neatly formatted email. It took me some time, but I managed to do it.
It basically consist of:
- Define an outbound email adapter config, with Opaque element. This expects an Base64 encoded payload, which enables you to put in everything you want (given it is valid for your receiver)
- Create an HTML payload as a string, simply by concatenating all the html code, your content and probaly variable-content.
- Use an embedded java activity to unencode the XML encodings and Base64 encode it.
- Copy the Base64 encoded payload to the opaque message payload, fill in the subject and the to-email-adres
- Invoke the email adapter, with the following properties on the invoke activity:
- jca.ums.to -> based on a variable
- jca.ums.subject -> based on a variable
- jca.ums.msg.content-type -> based on an expression: "text/html"
Read the complete how-to here.
When I have time, in a later stage I'll update this message to transfer the content to this page.
I’m very pleased to announce that the Call for Papers for the Rittman Mead BI Forum 2015 is now open, with abstract submissions open to January 18th 2015. As in previous years the BI Forum will run over consecutive weeks in Brighton, UK and Atlanta, GA, with the provisional dates and venues as below:
- Brighton, UK : Hotel Seattle, Brighton, UK : May 6th – 8th 2015
- Atlanta, GA : Renaissance Atlanta Midtown Hotel, Atlanta, USA : May 13th-15th 2015
Now on it’s seventh year, the Rittman Mead BI Forum is the only conference dedicated entirely to Oracle Business Intelligence, Oracle Business Analytics and the technologies and processes that support it – data warehousing, data analysis, data visualisation, big data and OLAP analysis. We’re looking for session around tips & techniques, project case-studies and success stories, and sessions where you’ve taken Oracle’s BI products and used them in new and innovative ways. Each year we select around eight-to-ten speakers for each event along with keynote speakers and a masterclass session, with speaker choices driven by attendee votes at the end of January, and editorial input from myself, Jon Mead and Charles Elliott and Jordan Meyer.
Last year we had a big focus on cloud, and a masterclass and several sessions on bringing Hadoop and big data to the world of OBIEE. This year we’re interested in project stories and experiences around cloud and Hadoop, and we’re keen to hear about any Oracle BI Apps 11g implementations or migrations from the earlier 7.9.x releases. Getting back to basics we’re always interested in sessions around OBIEE, Essbase and data warehouse data modelling, and we’d particularly like to encourage session abstracts on data visualization, BI project methodologies and the incorporation of unstructured, semi-structured and external (public) data sources into your BI dashboards. For an idea of the types of presentations that have been selected in the past, check out the BI Forum 2014, 2013 and 2012 homepages, or feel free to get in touch via email at email@example.com.
The Call for Papers entry form is here, and we’re looking for speakers for Brighton, Atlanta, or both venues if you can speak at both. All session this year will be 45 minutes long, all we’ll be publishing submissions and inviting potential attendees to vote on their favourite sessions towards the end of January. Other than that – have a think about abstract ideas now, and make sure you get them in by January 18th 2015.
When upgrading the Oracle E-Business Suite database to Oracle Database 12c (12.1), there are a number of security considerations and steps that should be included in the upgrade procedure. Oracle Support Note ID 1524398.1 Interoperability Notes EBS 12.0 or 12.1 with RDBMS 12cR1 details the upgrade steps. Here, we will document steps that should be included or modified to improve database security. All references to steps are the steps in Note ID 1524398.1.Step 8
"While not mandatory for the interoperability of Oracle E-Business Suite with the Oracle Database, customers may choose to apply Database Patch Set Updates (PSU) on their Oracle E-Business Suite Database ...".
After any database upgrade, the latest CPU patch (either PSU or SPU) should always be applied. The database upgrade only has the latest CPU patch available at the time of release of the database upgrade patch. In the case of 22.214.171.124, the database upgrade will be current as of July 2013 and be missing the latest five CPU patches. Database upgrade patches reset the CPU level - so even if you had applied the latest CPU patch prior to the upgrade, the upgrade will revert the CPU patch level to July 2013.
From a security perspective, the latest PSU patch should be considered mandatory.Step 11
It is important to note from a security perspective that Database Vault must be disable during the upgrade process. Any protections enabled in Database Vault intended for DBAs will be disabled during the upgrade.Step 15
The DMSYS schema is no longer used with Oracle E-Business Suite and can be safely dropped. We recommended you drop the schema as part of this step to reduce the attack surface of the database and remove unused components. Use the following SQL to remove the DMSYS user --
DROP USER DMSYS CASCADE;Step 16
As part of the upgrade, it is a good time to review security related initialization parameters are set correctly. Verify the following parameters are set -
o7_dictionary_accessibility = FALSE audit_trail = <set to a value other than none> sec_case_sensitive_logon = TRUE (patch 12964564 may have to be applied)Step 20
For Oracle E-Business Suite 12.1, the sqlnet_ifile.ora should contain the following parameter to correspond with the initialization parameter sec_case_sensitive_login = true -
SQLNET.ALLOWED_LOGON_VERSION_SERVER = 10
Tags: Oracle E-Business SuiteDBA
My favourite language is hard to pin point; is it C or is it PL/SQL? My first language was C and I love the elegance and expression of C. Our product PFCLScan has its main functionallity written in C. The....[Read More]
Posted by Pete On 23/07/14 At 08:44 PM
We were asked by a customer whether PFCLScan can generate SQL reports instead of the normal HTML, PDF, MS Word reports so that they could potentially scan all of the databases in their estate and then insert either high level....[Read More]
Posted by Pete On 25/06/14 At 09:41 AM
Yesterday we released the new version 2.0 of our product PFCLObfuscate . This is a tool that allows you to automatically protect the intellectual property in your PL/SQL code (your design secrets) using obfuscation and now in version 2.0 we....[Read More]
Posted by Pete On 17/04/14 At 03:56 PM
I will be co-chairing/hosting a twitter chat on Thursday 6th March at 7pm UK time with Confio. The details are here . The chat is done over twitter so it is a little like the Oracle security round table sessions....[Read More]
Posted by Pete On 05/03/14 At 10:17 AM
We are going to start a reseller program for PFCLScan and we have started the plannng and recruitment process for this program. I have just posted a short blog on the PFCLScan website titled " PFCLScan Reseller Program ". If....[Read More]
Posted by Pete On 29/10/13 At 01:05 PM
We released version 1.3 of PFCLScan our enterprise database security scanner for Oracle a week ago. I have just posted a blog entry on the PFCLScan product site blog that describes some of the highlights of the over 220 new....[Read More]
Posted by Pete On 18/10/13 At 02:36 PM
We have just updated PFCLScan our companies database security scanner for Oracle databases to version 1.2 and added some new features and some new contents and more. We are working to release another service update also in the next couple....[Read More]
Posted by Pete On 04/09/13 At 02:45 PM
It has been a few weeks since my last blog post but don't worry I am still interested to blog about Oracle 12c database security and indeed have nearly 700 pages of notes in MS Word related to 12c security....[Read More]
Posted by Pete On 28/08/13 At 05:04 PM
Back in the early 90s I ventured into virtual reality and was sick for a whole day afterwards.
We have since learned that people become queazy when their visual systems and vestibular systems get out of sync. You have to get the visual response lag below a certain threshold. It’s a very challenging technical problem which Oculus now claims to have cracked. With ever more sophisticated algorithms and ever faster processors, I think we can soon put this issue behind us.
Anticipating this, there has recently been a resurgence of interest in VR. Google’s Cardboard project (and Unity SDK for developers) makes it easy for anyone to turn their smartphone into a VR headset just by placing it into a cheap cardboard viewer. VR apps are also popping up for iPhones and 3D side-by-side videos are all over YouTube.
Some of my AppsLab colleagues are starting to experiment with VR again, so I thought I’d join the party. I bought a cheap cardboard viewer at a bookstore. It was a pain to put together, and my iPhone 5S rattles around in it, but it worked well enough to give me a taste.
I downloaded an app called Roller Coaster VR and had a wild ride. I could look all around while riding and even turn 180 degrees to ride backwards! To start the ride I stared intently at a wooden lever until it released the carriage.
My first usability note: between rides it’s easy to get turned around so that the lever is directly behind you. The first time I handed it to my wife she looked right and left but couldn’t find the lever at all. So this is a whole new kind of discoverability issue to think about as a designer.
Despite appearances, my roller coaster ride (and subsequent zombie hunt through a very convincing sewer) is research. We care about VR because it is an emerging interaction that will sooner or later have significant applications in the enterprise. VR is already being used to interact with molecules, tumors, and future buildings, uses cases that really need all three dimensions. We can think of other uses cases as well; Jake suggested training for service technicians (e.g. windmills) and accident re-creation for insurance adjusters.
That said, both Jake and I remain skeptical. There are many problems to work through before new technology like this can be adopted at an enterprise scale. Consider the the idea of immersive virtual meetings. Workers from around the world, in home offices or multiple physical meeting rooms, could instantly meet all together in a single virtual room, chat naturally with each other, pick up subtle facial expressions, and even make presentations appear in mid air at the snap of a finger. This has been a holy grail for decades, and with Oculus being acquired by Facebook you might think the time has finally come.
Not quite yet. There will be many problems to overcome first, not all of them technical. In fact VR headsets may be the easiest part.
A few of the other technical problems:
- Bandwidth. I still can’t even demo simple animations in a web conference because the U.S. internet system is too slow. I could do it in Korea or Sweden or China or Singapore, but not here anytime soon. Immersive VR will require even more bandwidth.
- Cameras. If you want to see every subtle facial expression in the room, you’ll need cameras pointing at every face from every angle (or at least one 360 camera spinning in the center of the table). For those not in the room you’ll need more than just a web cam pointing at someone’s forehead, especially if you want to recreate them as a 3D avatar. (You’ll need better microphones too, which might turn out to be even harder.) This is technically possible now, Hollywood can do it, but it will be awhile before it’s cheap, effortless, and ubiquitous.
- Choreography. Movie directors make it look easy, and even as individuals we’re pretty good about scanning a crowded room and following a conversation. But in a 3-dimensional meeting room full of 3-dimensional people there are many angles to choose from every second. We will expect our virtual eyes to capture at least as much detail as our real eyes that instinctively turn to catch words and expressions before they happen. Even if we accept that any given participant will see a limited subset of what the overall system can see, creating a satisfying immersive presence will require at least some artificial intelligence. There are probably a lot of subtle challenges like this.
And a non-technical problem:
- Privacy. Any virtual meeting which can me transmitted can also be recorded and viewed by others not in the meeting. This includes off-color remarks (now preserved for the ages or at least for future office parties), unflattering camera angles, surreptitious nose picking, etc. We’ve learned from our own research that people *love* the idea of watching other people but are often uncomfortable about being watched themselves. Many people are just plain camera shy – and even less fond of microphones. Some coworkers are uncomfortable with our team’s weekly video conferences. “Glasshole” is now a word in the dictionary – and glassholes sometimes get beaten up.
So for virtual meetings to happen on an enterprise scale, all of the above problems will have to be solved and some of our attitudes will have to change. We’ll have to find the right balance as a society – and the lawyers will have to sign off on it. This may take awhile.
But that doesn’t mean our group won’t keep pushing the envelope (and riding a few virtual roller coasters). We just have to balance our nerdish enthusiasm with a healthy dose of skepticism about the speed of enterprise innovation.
What are your thoughts about the viability of virtual reality in the enterprise? Your comments are always appreciated!Possibly Related Posts:
- Street View Makes Immortals
- Scoring Topper on the Tablet
- Messing around with Glass and Fusion CRM for Kscope 13
- Are Electronics in Flight Dangerous?
- Scariest Ride Ever?
An Interview with Michelle Lapierre (pictured left) from Marriott Rewards conducted by Angela Wells, Oracle Social Product Manager
Have you checked out the best and brightest in marketing? The recent Global Markie Awards honored excellence in marketing across a whole range of marketing categories. We are so happy that Marriott Rewards, an Oracle Social Cloud customer, won the Markie award for Best Social Campaign. The category was based on: 1) Effective use of social marketing as a strategy to build brand awareness or turn customers and prospects into advocates; 2) Social media used in new and interesting ways or as the centerpiece of a successful new program; and 3) Seized social media opportunities and generated proven results.
So I (Angela Wells, pictured right) connected with Michelle Lapierre, Senior Director, Customer Experience and Social Media at Marriott Rewards, to hear about this award-winning campaign and what Marriott Rewards is doing next on social.
Oracle Social: Congratulations on recently winning a Markie Award for Best Social Campaign! Before we dive into the campaign specifics, can you describe your organization’s overall social media strategy? How has that strategy evolved?
Michelle: Marriott Rewards joined Facebook in December 2011 and quickly grew to be the largest and most engaged hotel loyalty brand on Facebook (www.facebook.com/marriottrewards). The continuing mission of Marriott Rewards is to engage target audiences around the world through social media channels in a consistent, authentic and meaningful way. The Marriott Rewards social media philosophy is to keep life at the center of the story, not hotels or programs or deals. We believe that our Facebook fans are not only our fans, but they are a diverse community of travelers, dreamers and storytellers. We see our social media channels as an outlet for their stories, not just our own.
Through an emphasis on compassionate and authentic community management and content development, we seek to engage, inspire and keep our Facebook friends coming back to the page on a regular basis. As such, we engage in extended conversations with our Facebook friends and listen to what they have to say, not just when they’re angry with us, but for all the reasons friends speak with each other.
Oracle Social: Can you tell us more about your award-winning campaign?
Michelle: The “30 Beds In 30 Days” sweepstakes was the second Facebook promotion in which Marriott Rewards gave away 30 Marriott Beds to 30 Facebook fans in 30 days. It’s great how much people love these beds! The sweepstakes was hosted on a Facebook enabled microsite, which was responsively designed for desktop, mobile and tablet users. It also lived on the Marriott Rewards Facebook page as a tab. As with the 2012 sweepstakes, it was co-sponsored by partners ShopMarriott.com and the Marriott Rewards Credit Card by Chase.
Oracle Social: What were your goals for this campaign?
Michelle: Our primary goal was to increase fan acquisition and engagement on Facebook and also to drive traffic to partner sites like Chase Marriott Rewards Credit Card and ShopMarriott.com. Secondarily, we hoped to drive enrollments into the Marriott Rewards program.
Oracle Social: Clearly, this campaign was successful – not just for the award you won, but for the connections you strengthened with your Fans and Rewards numbers. Can you tell us about the results of this campaign?
Michelle: The 2013 “30 Beds in 30 Days” sweepstakes surpassed the results of the 2012 campaign in virtually every way, including Facebook fan acquisition, Rewards program enrollments, and traffic to our partners websites (shopmarriott.com and the Marriott Rewards Credit Card by Chase).
The “30 Beds in 30 Days” sweepstakes increased our Share of Voice compared to our competitors during the campaign. It also generated more positive sentiment around the program in general outside of the contest. According to Oracle Social Cloud’s sentiment analysis, mentions of the Marriott Rewards program and the campaign outside of Marriott channels with a clearly defined sentiment ran 90% positive during the 30 Beds campaign.
Oracle Social: It was great to follow along with this campaign on your Marriott Rewards Facebook page. How did the campaign get started?
Michelle: The original idea actually came from a fan raving about our beds on the Marriott Rewards Facebook page. Our Marriott Rewards Facebook community is an extremely engaged group of fans. Since the idea for the “30 Beds in 30 Days” sweepstakes came from a Facebook fan, we decided to host the sweepstakes through Facebook. It was a perfect opportunity to thank the fans for their engagement, and give them the opportunity to engage with the brand every day on Facebook during the promotion, since fans could enter every day.
Oracle Social: That campaign was a great success. We’re happy for everyone who won a bed, and everyone who was more exposed to Marriott Rewards through this campaign. So what’s next for Marriott Rewards on social? We are followers of Marriott Rewards’ new Twitter handle: @MarriottRewards. What are your plans for that?
Michelle: It’s true—we are on Twitter now! We hope everyone reading this starts following us on Twitter, too. We know that Twitter is another great way for us to connect with our customers and hear their stories. We have also used it as a great way to get out news – like did you check out #SayHiToWifi? One of our first tweets from the new handle announced the news that Marriott Rewards members will receive free in-room WiFi. And, my best advice is to stay connected – something very fun is coming soon!
SLOB 2.2 Not Generating AWR reports? Testing Large User Counts With Think Time? Think Processes and SLOB_DEBUG.
I’ve gotten a lot of reports of folks branching out into SLOB 2.2 large user count testing with the SLOB 2.2 Think Time feature. I’m also getting reports that some of the same folks are not getting the resultant AWR reports one expects from a SLOB test.
If you are not getting your AWR reports there is the old issue I blogged about here (click here). That old issue was related to a Redhat bug. However, if you have addressed that problem, and still are not getting your AWR reports from large user count testing, it might be something as simple as the processes initialization parameter. After all, most folks have been accustomed to generating massive amounts of physical I/O with SLOB at low session counts.
I’ve made a few changes to runit.sh that will help future folks should they fall prey to the simple processes initialization parameter folly. The fixes will go into SLOB 126.96.36.199. The following is a screen shot of these fixes and what one should expect to see in such situation in the future. In the meantime, do take note of SLOB_DEBUG as mentioned in the screenshot:
Filed under: oracle
Let’s say you’ve narrowed your online search to two hotels near Times Square to celebrate New Year’s Eve. One of the websites gives you all the dimensions, distances, and details of the property. The other includes images of people having fun in the lobby, favorable quotes from customers, and a useful 'things to do and see' column. Which hotel has you, the customer, at the center of its marketing?
In this post published in Oracle Voice/Forbes, Jeb Dasteel, Oracle’s senior vice president and chief customer officer (pictured left), has a bit of wisdom to share with hotels and all other organizations selling products and services: “The difficult truth is that your customers don’t care about your innovation or your products; they care only about the result you can help them achieve.”
So in the scenario above, you’re not just booking a hotel room for December 31. You’re looking for a memorable experience in downtown New York City to ring in the new year. So you want the best place to achieve that result.
Dasteel teamed up with Amir Hartman of Mainstay on this article. Even though consumers want to focus on results rather than products, Mainstay's research shows that the majority of marketing dollars are spent on "developing assets and content describing product features." And Forrester Research reports that “close to 70% of business leaders find the materials companies provide them useless.” 70%? Wow!
So what to do? According to Dasteel, organizations need to communicate in a language that is meaningful to customers with a focus on business outcomes. Your customer (not your product) should be “the hero and centerpiece of the story you’re telling.”
We really hope you will study Dasteel’s insight and recommendations. It could prevent you from wasting money on meaningless marketing assets and contribute mightily to your success.