Category Archives: Positioning

How big is your ocean? A lesson in TAM, SAM & SOM

Is this a problem or an opportunity? This insight is like a Hans Christian Anderson parable, but aimed at you and your business… There are big fish and small fish, potential customers, all swimming in the sea that is your … Continue reading

Posted in Finding your ideal niche, Growth!, Positioning | 2 Comments

The coffee and wine school of innovation.

Here’s one for debate around a cup of coffee or a glass of wine. Most innovation occurs when creative people are relaxed and thinking about other things.  Coffee, wine, quiet time, showers… How it occurs in large companies… We all … Continue reading

Posted in Finding your ideal niche, Growth!, Positioning | 4 Comments

Extending your Runway!

Several years ago, I wrote a book entitled, Extending the Runway, using parallels to piloting a plane to equate to the process of creating and building a small company, making maximum use of resources to get to and beyond breakeven.  … Continue reading

Posted in Depending upon others, Positioning | 1 Comment

Six ways to make your site-app-product go viral.

It doesn’t happen by accident.  Not every new game-related site is a Steam, and surely not every social network is a Facebook. And not every texting application is a Twitter. A story of an app from nowhere to near dominance … Continue reading

Posted in Finding your ideal niche, Positioning | 1 Comment

When to pivot from your original plan?

Plans do not often work as devised.  We are not always smart about the market or the product.  We may miss the context of the times and come to market too soon or too late. We might not have researched … Continue reading

Posted in Finding your ideal niche, Growth!, Positioning | 1 Comment

Switching costs: A competitive advantage?

We know that one of the ways we hold onto our customers is if there are high switching costs to move away to a competitor.  But how about the other side of the coin?  Do you have an estimate of … Continue reading

Posted in Growth!, Positioning | 1 Comment

Your “drop dead” question for a customer survey

Here’s the question: Sean Ellis, the marketing guru behind DropBox and other successes, advises clients that “The most important question on a survey is, ‘How would you feel if you could no longer use this product?’”  He goes on to … Continue reading

Posted in Positioning | Leave a comment

Do you really want to be the first to market?

My stories of missing the context of the times Over the years, as I managed my several computer companies as CEO or executive chairman, I made the decision to go to market with a brand-new product that had never before … Continue reading

Posted in Finding your ideal niche, Positioning | 1 Comment

“LALA” – A short lesson in marketing

Focus upon you as marketing genius Let’s focus not upon the process of marketing and positioning, but on you.  How should you become the best marketer you can be, even if you are a first-time entrepreneur or a seasoned CEO? … Continue reading

Posted in Positioning | 1 Comment

Four ways to create marketing excellence

First, let’s recall the four “P’s” of marketing Marketing is a science devised to help drive customers to your door.  There are lots of ways to define how to market well, including the four P’s of marketing (1): product, price, … Continue reading

Posted in General, Positioning | 6 Comments