Category Archives: Uncategorized

Professional Developmentby Gene Muchanski, EditorThe Dive Industry Professional Being in business is about two things.  Doing what the business does and running the business.  Michael E. Gerber, in his classic book about entrepreneurs, The E Myth, said that every business … Continue reading →

Marketing Series:Understanding Customersby Gene Muchanski, EditorThe Dive Industry Professional When I ask business owners to tell me what their biggest needs are, many times they will tell me that they need more customers.  Although that may be true to some … Continue reading →

Marketing Series:Inbound vs Outbound Marketingby Gene Muchanski, EditorThe Dive Industry Professional Marketing is the art and science of connecting people with products.  Marketing is the process of moving products from conception to consumption.  Marketing is everything we do to manage … Continue reading →

Making Businesses Better Not Biggerby Gene Muchanski, EditorThe Dive Industry Professional With a new diving season starting in September, August has always been a time when dive industry businesses get their products ready for production or distribution, conduct their sales … Continue reading →

Marketing Series:Basic Marketing Vehiclesby Gene Muchanski, EditorThe Dive Industry Professional Marketing vehicles are used to carry marketing messages.  They are the means by which we use to communicate with each other.  As business professionals, we use them to communicate with … Continue reading →

The Diving Lifestyleby Gene Muchanski, EditorThe Dive Industry Professional The definition of lifestyle is the way a person lives his or her life.  It’s more than what we do or who we are.  It’s the way we do what we … Continue reading →

The Purpose of Engagementby Gene Muchanski, EditorThe Dive Industry Professional The word “engagement” means different things to so many different people.  It is also referred to differently according to the generational group you identify with.  I looked up the word … Continue reading →

Marketing Series:Mastering Face-to-Face Marketingby Gene Muchanski, EditorThe Dive Industry Professional One of the best forms of marketing is face-to-face marketing.  It is also the oldest form of marketing that has been used in the diving industry for seventy years now.  … Continue reading →

Integrating the Diving Communityby Gene Muchanski, EditorThe Dive Industry Professional The main purpose of Industry Planners is to identify industry challenges and create a plan to overcome them.  Last month’s editorial talked about Defining the Global Diving Community. Once we … Continue reading →

Marketing Series: Marketing Messages & Vehicles by Gene Muchanski, Editor The Dive Industry Professional Marketing is an art and science that we use in the business world to accomplish many things.  Businesses are created to produce programs, products, and services … Continue reading →