Andy Tarczon, Founding Partner – Corporate Development, The Diffusion Group, Frisco, Texas
SIPA: What was your first job out of college and how did you get into this business?
ANDY: Wow, my 18th Consumer Electronics Show is in January. I’m not even 40, how is that even possible? Psion was the company that first took me to the event. We were a handheld computer company that existed before the Palm Pilot hit the market (and promptly kicked our tail). Loved my job, travelling the U.S. non-stop to train and merchandise stores. I’ve never lost that love of gauging the pulse and knowledge of the retailers—not at corporate, but the store level. But really, who gives a 20 year-old kid such a crazy travel budget?
Has there been a defining moment in your career? Perhaps when you knew you were on the right road.
Oh no, don’t make me look back at my career… I’m still looking forward. Every day, I get to look at all the game consoles, TVs and connected devices scattered around the office—most of them never even turned on—and think how darn lucky I am. It’s not just the toys, but the conversations and even influences within the industry.
In brief, describe your business/company?
The Diffusion Group looks at the very simple question, “what does broadband mean for consumers?” The obvious answer has been the impact to video and the flood of Internet-connected devices in the home. We work alongside many of the content creators, the service providers and the technology innovators to look at the evolving markets 3-5 years out. Our core services are market research and advisory services, subscription research and our weekly newsletter the OTT Monitor.
What are two or three important concepts or rules that have helped you to succeed in business?
I love movies—which is good because we get to study how people watch ‘em. Back to School had the great philosopher, Thornton Melon. Couple things the character taught me:
…“if you want to look thin, you hang out with fat people.” Change that to looking stupid. Me, I don’t mind being the dumbest guy in the room. I work with really smart people—from employees to partners to clients—all looking at the same questions and often coming up with better answers than me. If they beat me to the answer, fine.
…“Maybe you can help me straighten out my Longfellow.” Have fun with wording. The analyst business is serious, stuffy and full of boring people. Why is that? Does it have to be that? We often describe big concepts using a little tongue-in-cheek, double entendre trying to bring everyone in on the joke.
…The very title, Back to School, screams to constantly be learning. Every person I speak with can teach me something.
…life is a comedy. Laugh often, love passionately and make sure to smile every single day.
What is the single-most successful thing that your company is doing now?
If you’ve picked up a marketing book, the terms “content marketing” and “thought leadership” are plastered across every other page. The reality is that most SIPA members are already thought leaders. It’s not politically correct to say that, but, as I said above, I may not be the smartest guy in the room. In our case, TDG has a strong history of accuracy and insights. We’ve leveraged that position to move our marketing from a cost center to a profit center by allowing various FREE deliverables (white papers, webinars, etc) to be sponsored. This covered both production and marketing costs. We, however, control all registration and analytics information and continue to expand our marketing database. It grows our reach and influence without increasing our costs.
Do you see a trend or path that you have to lock onto as we look to 2012?
I have spent the past decade living in research budgets, so let’s state something obvious. Research budgets are not growing! Heck, they are getting slashed at almost geometric rates. So how have we increased revenue within shrinking markets? ROI needs to move from a Return on Investment model to a Return on Insight model. That means looking to new budget sources within our clients—be it marketing (as in increased sponsored pieces shared to many), human resources (industry training, strategy seminars, etc.), to a number of other programs we have been building, the reality is that we have to monetize knowledge assets in multiple ways—often times stretching traditional models and stagnant thinking.
What are the key benefits of SIPA membership for you and your team?
I’ve got to admit a bit of a crush on SIPA content. Most of my work is services-based—consulting and custom research. However, the packaging of that content and desire to shift mindset to that of a publisher is an area of exploration, learning and expansion. For that expertise, we joined SIPA. Really looking forward to the SIPA Marketing Conference in December. Happy to learn from each of you (yes, you the reader) and share what I’ve learned to date. Find me there; first round will be on me…
Where did you grow up?
My wife smirks at this one, sorta questioning if I ever really did grow up. My childhood was spent in Salt Lake City, and I graduated from Waukegan High School, a suburb of Chicago. My 20th high school reunion was a few weeks ago. I didn’t attend as I was a nerd then and probably worse now.
What college did you attend? Is there a moment from that time that stands out?
In high school, someone told me I couldn’t get into West Point. So I did. Turns out, surprise, I have issues with authority. So instead went to work full-time and starting collecting various degrees alongside.
Are you married? Do you have children?
Yep. My wife and I have been together for almost 16 years, and we have two boys, Bonzo and Mongo, ages 7 and almost 2. If you run into me in Miami, ask me to explain the nicknames.
What is your favorite hobby and how did it develop in your life?
Writing this while spending a week in Mexico and enjoying some great diving. I’m a rescue certified diver, which sounds pretty cool if you are suddenly imagining the rescue swimmers in The Guardian. The truth is that the course is more about accident prevention. Besides, I’m no Kevin Costner—sorry to shatter any grand illusions. Love the ability to escape the noise and hustle of the surface world and find that—as much as we think we are in touch with the world around us—there is so much more yet to be discovered. Well, that and my wife wisely forbid me from buying a race car.
Is there a book you recently read or movie you saw that you would recommend?
Last week I ordered 16 new books in hard cover and went on to borrow three electronic titles from the library. Love not paying for Kindle titles! Some of the books are to be read with my kids, some to finish a collection my father started, a couple for work and the rest to read for fun. I even ordered Steve Jobs’ bio, then realized it was over 600 pages and it didn’t have wizards or dragons or Navy SEALS beating up on terrorists, so it’ll probably sit on a shelf in the office.
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If there weren’t already enough reasons to attend
next month’s Marketing Conference in Miami,
meeting Andy has to now be high on the list.
And really, that’s what these Conferences are about.
Meeting your peers and sharing—and even more so receiving—
information, knowledge connections and strategies.
The 28th Annual Marketing Conference in Miami,
December 7-9 at the famous Eden Roc Hotel
Sign up today!
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