Every company I have ever worked with has struggled to make their awesomeness obvious.

A great product, presented within a context that highlights its strengths is unstoppable. However even a world-class product can be completely undone by a context that does the opposite.

I think the problem is really one of improper context setting or framing as I like to call it.

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. Each type of market requires different marketing tactics, executed in different ways with different expected results.