Category Archives: Market-Changing Technology

Standout Positioning

It’s a Make-or-Break Proposition

Event Announcement

Make-or-Break

When:  Wednesday May 13, 2015, from 4:00 to 6:00 pm PDT

Where: University of Washington. CoMotion Incubator. Fluke Hall. Seattle, WA

What:   Every entrepreneur knows how difficult it is to concisely communicate the value that a start-up opportunity provides. When the entrepreneur fails to communicate effectively, potential investors and customers find it not only painful, but a show stopper.

Join us in discussing how to:

  • Communicate value clearly, concisely and competitively
  • Craft a precise message based on standout positioning
  • Change your communications style from convincing to compelling

In this session, a number of positioning examples will be shared from successful Seattle-based industry leaders and emerging companies.

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Stop: Ask the Customer

Your Success Depends On It

Stop

How many times do ideas get communicated to the marketplace without seriously engaging the potential customer in the process? It is more times than most would care to admit. Recent events reminded me of the immense value provided by stopping long enough to ask the customer.

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Why Positioning is a Specialty

It’s a Make-or-Break Proposition

Make-or-Break

The window of opportunity to market a new product is short. It requires all hands on deck to develop standout positioning and communicate it effectively. In this make-or-break situation, it makes sense to involve an experienced positioning professional. Here’s why.

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Food for Thought

The power of perspectives

Perspectives

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.

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Start-Up Focus

Customers first and foremost

Win-Win

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…

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We Have Liftoff

When communication and comprehension intersect

Liftoff

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.

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Market Force #8: “Realistic Math?”

It all adds up with a compelling “Why Now?”

Realistic Marketing Math

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.

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The Big Squeeze

From Ideas to Character Counts

The Big Squeeze

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.

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