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.
Many products can be positioned in more than one category, yet few product creators really explore more than one frame of reference for their product. This is an example from a pitch contest I judged last week.
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.
If growth is stalled and all of your marketing metrics kinda stink – it might be time to look at your underlying strategy. How you would test the underlying assumptions around which buyers you are targeting and what market you are positioned in.
Is it possible that your marketing strategy is killing your startup? It could be. Here are 4 marketing strategy hacks to try to get your startup unstuck.
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.
The traditional positioning statement taught in marketing classes is awkward for startups. This is a canvas-style template for startup positioning.
Years ago when I was consulting for startups, I created something I called “A Startup Marketing Framework“. I used it mainly as a tool to describe the kinds of things that I could help folks with. Startups found it useful and it is still a popular piece of content on this site. Last week I had …