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Marketing folks understand the importance of expectation setting. Marketing text books are filled with cautionary tales of companies that promised more than they could deliver and were punished by customers for it. “Under-promise and over-deliver” is a worn out phrase around my office. Let’s take the matter of pricing for example. If your customer expects [...]
When talking about the benefits of a product or service, it helps to have quantifiable results or metrics. It’s one thing to be able to say that your product is “high performance”, but quite another to say it’s “Twice as fast” as your leading competitor. Often however, these results can still be a bit intangible [...]
You know you’ve been there. You’re in a meeting with some marketers and someone starts throwing words around like “next generation”, “game changing” or “leverage” just once too often and you start wondering if there is such a thing as marketing jail and if so, how exactly do you send someone there. Well my dear readers [...]
The most common problem I see in smaller companies is the inability to describe what they do in simple language. This is one of those things that sounds really easy but isn’t. A simple description for a technology solution isn’t simple at all. That simple description needs to clearly describe the space it plays [...]
I’m back after a break for a couple of weeks to change jobs (more on that in a later post) visit my friends in New York and host a rather large group of folks including 4 kids under the age of 5 at my house of the holidays. I now need a break from my [...]
An elevator rant is similar to an elevator pitch but it’s how the customer would briefly describe her problem. Constructing an elevator rant is a good precursor to developing a value proposition. This post describes what the elevator rant is and proposes a structure for building one.
Last week I was having a heated discussion with another marketer about Google’s marketing and my position was that Google’s marketing hasn’t impressed me much. And by marketing I mean the way they launch, message and position products. The exception has been Google Chrome which I’ve written about before and I thought was a good [...]
Everyone has their own favorite way of creating a value proposition. As I have mentioned before I like the one defined in Crossing the Chasm. The format looks like this: For: (bulls-eye customer) Who: (key purchase motivation insight) Our product is a: (customer language) That: (key benefit) Unlike: (key competitors) Ours: (key differentiators) At a [...]
This week I was reminded of a proverb an IBM marketing exec, Sandy Carter used to have in her email signature: Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. But tell me a story and it will live in my heart forever. The most common problem I see in [...]
Seth Godin wrote a blog post a week or so ago that has some product management bloggers buzzing. Seth is the master of the teeny weeny blog post, so here’s the whole thing for your reading pleasure: Was Jackson Pollock a good painter? The critics at the time certainly didn’t think so. Twyla Tharp’s London [...]
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