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(July 12, 2001) There's something to be learned from the prerelease posturing of CacheMirror (pronounced Kazh-mir or Cashmere). CacheMirror paints an interesting picture of its relationship to the martial arts, its founder, it's market targets, and its positioning (a quantum advancement in E-Recruitment).

Forget about whether or not it works, for a second. The marketing material is clear and compelling. We wade through mounds of competing offers and this one rises to the surface of our pile as interesting beyond the norm. By simply repositioning widely available research, the company uses its cleverly named parent (RedmondResearch) to make it appear that the groundswell of momentum is moving in their direction.

At a bare minimum, this is the best marketing material we've seen on the web in a long time. RedmondResearch has at least one other log on the fire. BigDogJobs is another sourcing tool deployed by the company. Somehow, in each of its incarnations, RedmondResearch is able to make sourcing sound compelling and important. While most of the industry goes on and on about data and volume, these folks seem to really get the importance and value of basic functions in the industry. At worst, they're a bunch of cheerleaders. More likely, the enthusiasm for the basics is delivered to their customers as a part of their value.

The combination of enthusiasm for the drudge, exotic naming, ties to interesting world views and multiple interesting market forays positions this little operation as an up and comer. If you're a CEO in this space, have your marketing people look at these sites and tell you why yours lacks the feeling of momentum.

On a separate note, the core idea behind Cache Mirror is exactly right on. Focused niche operations are going to be the dominant players in our industry. We have yet to see the case made more effectively.

- John Sumser © TwoColorHat. All Rights Reserved.

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