My Positioning Book, Obviously Awesome, Launches Today

My Positioning Book, Obviously Awesome, Launches Today

My book on product positioning launches today! I'm really happy to finally get this book into people's hands The book took me 2 years to write but it's been decades in the making. The idea goes back to when I was a new Engineering grad working at a startup (long...

What is Positioning and why should you care?

I describe myself as a positioning expert when people ask me what I do. This usually prompts the question “What exactly do you mean by positioning?” You aren’t alone if you aren’t totally clear what positioning is all about – even senior marketers struggle to define...

Why You Should Not let Customers Decide What Your Product Is

I was recently asked to name the biggest product positioning mistake a startup could make. My answer was that most companies don’t position their products at all, at least not actively. Worse than that, they let customers position their products for them.  Your...

Obviously Awesome: A Product Positioning Exercise

Every company I have ever worked with has struggled to make their awesomeness obvious.  I’ve watched startup founders, after working for weeks on a pitch, field a dozen variations on the question “So, what exactly is this product for again?” I’ve seen teams at large...

Why Your Investor Pitch Is Ruining Your Sales Pitch

One by-product of having so many early stage incubators and accelerators in the startup ecosystem is that most young founders have done a lot of pitch training very early in the life of their companies. Maybe too much. Many founders I meet have completed more than one...

How To Transform Your Product By Giving It Context

No product exists in isolation. Every offering is presented to potential customers within a context or a frame of reference, whether we set one deliberately or not. That context helps them understand what it is, who it is for and why they should care. A great product,...

B2B SaaS: Evolving From Founder Selling To A Sales Team

For SaaS companies with a somewhat complicated sales model (i.e. sales process that involves a person talking to a prospect in order to close a deal), the sales process should evolve as the company grows. The best way to move through this evolution is to relieve the...

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