An Introduction to Positioning

An Introduction to Positioning

What exactly is positioning? It's not as well understood as you might think. If I put a dozen senior marketers in a room together and asked them to define positioning, you are likely to get a dozen different answers. It turns out we still need positioning 101. When I...

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...

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...

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