Positioning for Advantage
I gave a keynote at East Coast Startup Week this week on Startup Positioning. Think of these slides of the skimmable version of my earlier post on Startup Positioning (read that post if you want some...
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Startup Market Segmentation: 5 Steps to Selecting 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...
View ArticleLeaky Buckets, Death Stink and True Love
The past 8 months has been a whirlwind of action for me. In October I acquired Sprintly – an agile project management tool for startups, along with the original founder, Joe Stump. It’s been an...
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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...
View ArticleIf 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...
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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...
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