I've been working in technology marketing for way too long to be polite to mention out loud, but it does mean that I've seen the good, the bad and the downright embarrassing. I've done the large organistions like Microsoft and Apple and now focus on working with exciting startups. Working in innovation or with early-stage startups at this stage of marketing it's about using your left and right brain together; getting your hands dirty and do the doing but keeping focused on building a strategy that works. The greatest struggle for most organisations beginning their journeys is to not get caught up in the how or what but be clear about the why. Be clever about how you use your marketing intuition to unearth what really can make an impact not just what everyone considers best practice.