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Author Archives: Dave Berkus
Go ahead. Revert to “old school” marketing. If you dare…
“Broadcast the message and they will come!” “Segment my broadcast and I will have better response.” Both of these time–honored methods of reaching our customers have worked for as long as there was print and radio–TV to get the message … Continue reading
Posted in Positioning
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Steve Jobs’ “aha moment!”
There is a process to innovation that can be summed up with four words: “Whoa. Wow! Hmmm. Yes!” Credit Dr. Mark Goulston with this. He states, that’s exactly how Steve Jobs described his “aha moment.” So, let’s paraphrase the late … Continue reading
Branding yourself: A critical decision
We’re talking about brand strategy here. Not advertising, and certainly not an easy grasp for amateur marketers. So how developed is your company’s brand? Is your message clear, concise, and consistent? Here’s the professional’s process: There is a process used … Continue reading
Posted in Finding your ideal niche, Positioning
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Customer empowerment? Blame the Internet.
Customer empowerment is moving so fast nowadays that many of us are running to just catch up. Yet if we don’t or can’t, it is a sure thing that someone else will. Yes, we can blame the Internet for this. … Continue reading
Posted in Finding your ideal niche, Positioning
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Good, cheap, fast. Pick any two.
This one is attributed to Red Adair, the famous oil and gas fire suppressing expert. And boy, does it apply to most of us and our offerings. “Quality” products and services… …should not be positioned as “cheap,” or your potential … Continue reading
Posted in Finding your ideal niche, Positioning
2 Comments
The lion and the ant: A managerial lesson
This story has turned out to be one of the most enduring posts ever for me, well worth repeating. And what a lesson for us all. I confess that our research cannot find its source. So, with thanks to whomever … Continue reading
How credible are you to others?
How do you define credibility in business? A friend of mine recently told me his story of how his very career rests on his credibility with his major supplier–partners. He stated that everything rides upon his credibility when he declares … Continue reading
Posted in Depending upon others, Positioning
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Finding “stinky clauses” in legal investment documents
Here’s the problem: Investors sometimes join into investment rounds that have been pre–negotiated by others, receiving the paperwork already created by attorneys from that negotiation. It is not uncommon for a sharp investor to discover a “stinky” clause or two … Continue reading
Posted in Raising money
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What if you and your investors don’t agree on an exit?
First, the implied promise: Taking money from professional investors such as angels or VCs usually requires that you agree to seek an exit for those investors in your plan, often targeting five to seven years as the ideal period for … Continue reading
Posted in Ignition! Starting up, Raising money
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Don’t just raise money. Do it on good news!
Why is this important advice? Because the first rule for raising money is to do it on good news – right when sales are increasing at an accelerating rate. Or when a major customer signs a significant deal. Or when … Continue reading
Posted in Ignition! Starting up, Raising money
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