It is so easy to let the demands of the moment consume our attention. However, the value of setting aside time to visualize the future and seek out the lessons learned by others can have an incremental impact on day-to-day thinking. Here is some food for thought.
Comments Off on Food for Thought
Posted in Customer Acceptance, Market-Changing Technology, Marketing, Positioning & Messaging
For a long time, many people have been saying “put the customer first to be successful.” Nevertheless, saying it does not make it so. In the real world, new product efforts more often begin with “WHAT” they want to make before getting to the “WHO” will use it and ‘WHY”. However, this is changing…
Comments Off on Start-Up Focus
Posted in Customer Acceptance, Market-Changing Technology, Marketing, Positioning & Messaging
It takes a lot of work to communicate what a company does in just a few words. While creating the message is important, comprehension by the intended audience is essential to achieve liftoff. Let’s look at five make-or-break liftoff concepts.
Comments Off on We Have Liftoff
Posted in Customer Acceptance, Market-Changing Technology, Marketing, Positioning & Messaging
New products get launched using the most expensive selling resources: sales people and founders. This is essential for creating initial traction, but is not scalable when growth becomes the goal. Effective marketing based on realistic math is what makes it all add up.
Comments Off on Market Force #8: “Realistic Math?”
Posted in Customer Acceptance, Market-Changing Technology, Marketing, Marketplace Forces, Positioning & Messaging, Systematic Marketing, Target Market Identification
Product launches are often linear: first make the product, second try to sell it, third try to communicate its value, and finally try to make money. If you practice Systematic-Marketing, you can fast track this process and speed profitability.
Comments Off on Market Force #7: “Practicing Systematic-Marketing?”
Posted in Customer Acceptance, Marketing, Marketplace Forces, Systematic Marketing, Target Market Identification
When bringing new technology to market, success will go to those who align the marketplace forces that drive offer and acceptance. Speed growth by understanding how to make these dynamics work for you.
Comments Off on Market Force #6: “Aligned with Needs?”
Posted in Customer Acceptance, Marketing, Marketplace Forces, Target Market Identification
Your potential customers have a lot of “noise” being directed their way by you, your competitors and industry sources (media, analysts, associations etc.) Clear positioning is essential to securing attention and gaining buying consideration. Let’s look at how the ChangeMarketer Positioning Choices Approach will make your communications roar and growth soar.
Comments Off on Market Force #5: “Positioned Clearly?”
Posted in Marketing, Marketplace Forces, Positioning & Messaging
When setting growth goals, it is important to seek behavioral evidence over attitudinal data, to avoid the “Emperor has no clothes” problem. If you say you are wearing a beautiful set of clothes, people will let you believe that. They don’t want to argue, they simply won’t buy. It is up to you to get genuine feedback.
Comments Off on Market Force #4: “Behavioral Evidence?”
Posted in Marketing, Marketplace Forces, Positioning & Messaging
This post appears on Gist, an online service that helps people build stronger professional relationships. As a guest blogger, I was asked to address communication issues relevant to emerging companies. Learn more about how clear positioning enables you to optimize impact by making every word pull its weight.
Comments Off on The Big Squeeze
Posted in Market-Changing Technology, Marketing, Positioning & Messaging
By asking and answering these three questions, value can be communicated effectively and clear “stop or proceed” signals sent. That is what makes the “3-Whys” framework sit at the top of the communication pyramid.
Comments Off on Why Me? Why Now? Why This Product?
Posted in Marketing, Marketplace Forces, Positioning & Messaging
For those seeking to establish, expand or reposition companies and products in the marketplace.
By Sherril Small
ChangeMarketer
Managing Partner, CJSA LLC
