Obviously Awesome: A Product Positioning Exercise

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...

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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