I usually don’t have time to read or watch much that is forwarded to me, even if it comes by way of a highly esteemed colleague. So when I saw the e-mail with a link to an 18 minute video clip, I thought “you’ve got to be kidding” and moved on. But somehow I [...]
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©iStockPhoto/hidesy Most of us occasionally suffer from “following the herd” mentality, but effective positioning requires companies to deviate from the norm and establish their own unique position. When formulating a positioning statement, the statement should (1) clearly articulate the company’s understanding of market needs, and (2) present a defendable value proposition that is meaningful [...]
©iStockphoto.com/Nano To effectively market a new product, you must be able to name it and frame it in terms that resonate with your target audience. Potential customers will not buy what they cannot name or understand. All too often we see technology vendors define their positioning behind closed doors, then cross their fingers and hope [...] |
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