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
