Category Archives: Marketing

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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Market Force #7: “Practicing Systematic-Marketing?”

Fast Track Growth and Profitability

Growth and Profitability

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.

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Market Force #6: “Aligned with Needs?”

How to Leverage Offer and Acceptance Dynamics

Stand Alone or Bundled?

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.

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Market Force #5: “Positioned Clearly?”

Making Communications Roar so Growth Can Soar

Roar So You Can Soar

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.

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Market Force #4: “Behavioral Evidence?”

Helping You Make Promises You Can Keep

Behavioral Evidence

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.

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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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Why Me? Why Now? Why This Product?

Communicating Value Clearly, Concisely & Competitively

The Top of the Communications Pyramid

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.

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