Eric Holtzclaw
Columnist, Lean Forward on Inc.com
Greater Atlanta Area, GA, UNITED STATES
CEO of Laddering Works, LLC | Columnist, Lean Forward on Inc.com | Co-Host The "Better You" Project Radio Show
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Biography
Eric has the opportunity to conduct in-depth interviews and understand thousands of consumers annually. He uses this deep knowledge of consumer behavior, combines it with proprietary laddering techniques and a custom technology solution to advise the world’s leading brands on prioritizing strategic investments in technology, marketing and product design.
He is the Founder/CEO of Laddering Works, a marketing strategy firm, and is acting Vice President and General Manager of Preference Management Consulting for PossibleNOW, the industry leader in multi-channel consumer preference management. He has spent 20+ years creating opportunity by identifying and capitalizing on emerging trends and disruptions to business. His professional experience includes: founding multiple successful start-up companies, including one of the first profitable Internet enterprises, and serving as the strategic lead in the implementation of dozens of products and services worldwide.
A sought after speaker on consumer behavior and entrepreneurship, he is co-host of the weekly radio show The “Better You” Project which highlights the stories of individuals that start companies. The show runs on The Better You Network that provides support to owners through the different stages of company growth. His weekly column, Lean Forward, about the future of business and technology appears on Inc.com. Eric’s book, Laddering: Unlocking the Potential of Consumer Behavior, is scheduled for release in July, 2013.
Industry Expertise (6)
Market Research
Writing and Editing
Business Services
Advertising/Marketing
Social Media
Internet
Areas of Expertise (6)
Strategic Planning
Entrepreneurship
Project Planning
Social Media
Marketing
Laddering
Accomplishments (3)
Toastmaster of the Year (professional)
2012-01-21
Named Toastmaster of the Year for 2011/2012
Competent Communicator (professional)
Completed Toastmaster's Competent Communicator track of training.
Atlanta's Top 40 Under 40 (professional)
Recognized as one of the Top 40 Under 40 business leaders in Atlanta.
Education (1)
North Georgia College and State University: BS, Computer Science 1994
Affiliations (2)
- Vistage International Entrepreneurial Advisor Forum
- Toastmasters
Links (5)
Event Appearances (17)
7 Keys to Giving a Killer Presentation
Product Camp Atlanta, GA
2012-08-18
Entrepreneurial Journey of User Insight
Sandy Springs Business Radio Sandy Springs Radio
2012-07-13
5 Dirty Little Secrets of Demographics
WebVisions Conference Portland, Oregon
2012-05-17
Social TV Panelist
Digital Hollywood Los Angeles, CA
2012-05-03
5 Dirty Little Secrets of Demographics (Keynote)
ShopVisible Client Connect Atlanta, GA
2012-05-01
Power of Personas for Product Success
Product Management Talk Internet Radio Show
2012-04-24
Mobile Payment Consumer Panelist
Mobile Payment Conference San Francisco, CA
2012-04-03
Persona Application to Mobile Devices
Product Development and Management Association Atlanta, GA
2012-03-22
Personas Done Properly
Kimberly Clark Expo Atlanta, GA
2012-02-29
Social Media TV Personas
SoCon 2012 Kennesaw, GA (KSU)
2012-02-04
Social Media TV Personas
Women in Cable Conference Denver, CO
2011-11-10
Social Media TV Personas
World Usability Day Canada (Webinar)
2011-11-09
Social TV Persona Keynote
Social TV Event Atlanta, GA
2011-10-20
Personas Done Properly
Product Camp Atlanta, GA
2011-09-10
SoMeTV Project
Atlanta UX Showcase - CHI Event Atlanta, GA - Georgia Tech
2011-09-15
Understanding Small Business Buyers
IngeniousMed Sales Offsite Atlanta, GA
2013-01-16
Social TV Users
EmMeCon San Francisco, California
2013-01-30
Sample Talks (3)
Demographics are Dead
Traditionally, companies have developed and marketed products and services based on market segmentation and demographics, assuming that the features, functionalities and messaging will meet the needs of all of the users in that demographic – a "one size fits all" mentality. In today’s many-to-many world, users increasingly group themselves largely based on values, interests and aspirations – not by sex, race, age or even location. Eric talks about the new world order through case study examples.
Understand Social Media By Uncovering the True Motivation
Just as we all spend time at our local coffee shop for more than just a good cup of joe, the trick to engaging with your customers is not knowing what they do, but discovering why people are interacting and how you should respond. There is no online tool or shortcut to understanding customers as individuals. Businesses must dive into the lives of their customers and look at not only what is being shared - but who is sharing, and why. Eric introduces you to the Social Media family.
Laddering
Based on Eric's book - laddering is Eric's trademark speaking and workshop topic developed as a culmination of his experience building companies and providing strategic advise to the world's top brands. During this work, he identified a key difference between those companies that work well and those that suffer from dysfunction and missed opportunity. Eric's laddering approach fundamentally changes the way your team works and your company approaches it's market.
Style
Availability
- Keynote
- Panelist
- Workshop Leader
- Author Appearance
Social