Should Your Horizonal Startup Focus on a Segment?

Over on Sprouter, I’ve been answering startup marketing questions and I keep getting variations on this one (I’m paraphrasing): We are developing an application similar to Yammer. I’m struggling with defining my target market and positioning because...

Crafting Simple Value Statements

Products can be like babies for founders and we all know what babies are like.  When we’re talking about MY baby, I’ve got a lot to say.  Look at her remarkable crawling technique! Her charming smile! And she smells like flowers!  Meanwhile there...
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