Even world-class products can fail if they are presented within a lousy context. No product exists in isolation yet we rarely deliberately set context for our products. Here I give an example of a product with a weak context, how we fixed it and how it transformed our business.
We have been taught that Positioning is an exercise in creativity, executed by the marketing department and pushed out to unsuspecting prospects. The world has changed and so must the way we do Positioning.
Most startups don’t deliberately frame products to help prospects understand what they are and why anyone should care. They should. Here’s how.
The past 8 months has been a whirlwind of action for me. In October I acquired Sprintly – an agile project management tool for startups, along with the original founder, Joe Stump. It’s been an incredible experience so far and definitely the most fun project I have worked on in my career yet. As part of getting Sprintly re-started, I’ve been out doing some talks and podcasts about my experience in running the business so far and I thought I should share those here for folks that have been wondering what’s new.
As a startup you don’t have enough people or budget to sell to everyone. You need to sell to those special few that are willing to take a chance on you right now. Here’s how to find them.
Great positioning can mean the difference between success and failure for a startup. This presentation outlines how to position your startup, the symptoms of weak positioning and examples of startups that went from weak to strong positions.
I have an engineering background, I love metrics, I believe in experiments and I’m not afraid to get my hands dirty on the product side. Does that make me a Growth Hacker? Not so fast you B2B marketer you.
There are so many examples of bad marketing messages out there yet some companies seem to effortlessly create great one. Why is that?
Armchair marketers think I should be able to just copy what Apple or Facebook or Groupon is doing. Here are some reasons why this doesn’t work.
You’re 4 times more likely to close business with an existing customer than a new prospect. Here are 7 ideas for marketers looking to retain customers and drive more sales.