Category Archives: Positioning

Whoa. Wow! Hmmm. Yes! (How Steve Jobs got it right.)

Posted on December 3, 2015 by Dave Berkus

Credit Dr. Mark Goulston with this headline.  Mark teaches that there is a process to innovation that can be summed up with these four words.  In fact, he states, that’s exactly how Steve Jobs described his “aha moment.”  So let’s … Continue reading →

Posted in Finding your ideal niche, Positioning | 3 Comments

Branding cows or branding business? Neither is easy.

Posted on November 26, 2015 by Dave Berkus

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? There is a process used by professionals to get … Continue reading →

Posted in Finding your ideal niche, Positioning | 2 Comments

Your customers are telling you “Wiw Wiw Wiw!”

Posted on November 19, 2015 by Dave Berkus

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. Blame the Internet for this rise in customer … Continue reading →

Posted in Finding your ideal niche, Positioning | 1 Comment

Good, cheap, fast. Pick any two.

Posted on November 12, 2015 by Dave Berkus

This one is attributed to Rod 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, Growth!, Positioning | 3 Comments

Lighting the match – going viral

Posted on September 25, 2014 by Dave Berkus

It doesn’t happen by accident.  Not every new game site is a Club Penguin or Minecraft.  Not every social network is a Facebook or Instagram. Not every texting application is a Twitter. What are the elements needed to focus upon … Continue reading →

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Embrace the right to pivot!

Posted on September 18, 2014 by Dave Berkus

Plans don’t often work as devised. We are not always smart about the market or the product. Great teams are not bound by their original product or marketing plan. Greatness finds one definition in management’s ability to “pivot,” or change … Continue reading →

Posted in Finding your ideal niche, Positioning | 1 Comment

Use “switching costs” to your marketing advantage.

Posted on September 11, 2014 by Dave Berkus

Know the cost to move from your existing platform, and estimate the switching costs for moving from a competitor’s product or service to yours. Offer incentives to existing customers to stay, and for competitor’s customers to switch. Protect your base … Continue reading →

Posted in Growth!, Positioning | 2 Comments

Only those in the fight can win.

Posted on September 4, 2014 by Dave Berkus

By Dave Berkus Entrepreneurism is all about risk. Sometimes, you can reduce your personal risk by taking in other people’s money, starting with a contract from a customer, purchasing a going business, or spinning off an existing revenue-generating portion of … Continue reading →

Posted in Positioning | 2 Comments

Use video whenever possible.

Posted on August 28, 2014 by Dave Berkus

Ninety percent of all traffic on the Internet is in video form. Yes, most of that is from NetFlix and YouTube and others delivering entertainment content. But an increasing amount is now coming from web sites and YouTube videos created … Continue reading →

Posted in Growth!, Positioning | 1 Comment

The “drop dead” question for a customer survey

Posted on August 21, 2014 by Dave Berkus

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 quantify the response. … Continue reading →

Posted in Growth!, Positioning | 3 Comments