Category Archives: Positioning

Can you profit by serving early adaptors?

I am a gadget freak, often purchasing new technologies in their first release.  And my closet is full of such gadgets, from early pen-based computers to early brick-sized cell phones to an electronic handwriting recognition pad received as a gift … Continue reading

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Catch up to your market or be lost!

Markets and competitors change. Are you being left behind? Over the years, I have often heard the complaint from CEO friends that they have become so swamped by the demands of their growing businesses that they feel themselves further and … Continue reading

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Can you defend your pricing niche against your competition?

This week, we continue our series on marketing and positioning. There can be nothing more important in your business planning that selecting the proper pricing niche, making your story clear using that niche, and the defending your position against the … Continue reading

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Why buy IT? Why buy MINE? Why buy NOW?

What a powerful set of three questions.  These are so succinct, so well defined, so precise that everyone in sales and everyone involved in marketing must be able to answer these three questions without pause, and convincingly.   Turning these into … Continue reading

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Faster is sometimes more valuable than better.

And doing both well usually wins the day. This is one of those arguable insights, where both sides win.  Dell is a great example of emphasis upon fast, creating a customized computer in 48 hours or less, bringing in assemblies … Continue reading

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What if you come across juicy competitor information?

Many of us belong to industry associations and find ourselves at conferences and trade shows with time to spend with competitors.  Some of these are old friends; some even former associates.  It is natural to want to associate with these … Continue reading

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Niche marketing works. Here’s how.

How many of us throw away marketing dollars because our paid efforts reach an audience that is much larger than the target or niche audience we need to reach?  Whether it be for publications, social marketing, or even those once-necessary … Continue reading

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Greatly exceed early customer expectations.

First customers are critical. Greatly exceed expectations at all costs. There is so much history behind this insight, and so many stories that illustrate this point.  Your first customers for any product or service form your reference base, the important … Continue reading

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Everything changes from concept to release.

You can take this headline as a rule, not an exception.  You’ll recognize the truism, “No battle plan ever survives contact with the enemy” first stated by German Field Marshall von Moltke way back in the 19th century. Our variant … Continue reading

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Don’t rest until you test!

So, you have a great new product or service that you and your associates love.  Early adopters should climb all over each other for a look. But what have you done to test the concept against the realities of the … Continue reading

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