What is Positioning and why should you care?

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...

What The Heck Is Your Product Really?

I was one of the judges in a pitch contest last week (thanks for having me Innovate Manitoba) and listening to the pitches it struck me how for most products, the answer to the question, “What are you?” could be answered in multiple different ways. It also struck me...

If You Think Positioning Is A Marketing Exercise, You’re Doing It Wrong

Positioning a product today is radically different from what it was when the concept was first introduced. Anyone who has read Ries and Trout’s “Positioning — the Battle for Your Mind”, would be understandably left thinking that Positioning is an exercise completed by...

How Product Framing Can Help Grow Your Startup (Or Kill It)

I frequently talk to startup founders with innovative products that struggle to explain why their offering is really exciting. I frequently think the problem is really one of improper context setting or framing as I like to call it. What’s framing and why should...

Everything You Know About Positioning Is Wrong

Positioning as a concept has been around since 1969 when it was first introduced by Jack Trout. The idea became mainstream marketing knowledge after Ries and Trout published “Positioning: The Battle for Your Mind” in the early 80’s and marketers have been taught this...

Startup Market Segmentation: How To Select A Target Market

For startups, breaking your market up into addressable market segments is important. First of all you have limited money and people to execute programs, therefore you have to focus your efforts on the audience that has the highest probability of purchasing. Secondly,...

Startup Marketing In New vs. Established Markets

Established markets and new markets are not the same so the way that you market and sell to them is different. For startups, it’s really important to know the difference. For each type of market are using different marketing tactics, executed in different ways with...

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