Category Archives: Positioning

Reinvent your business with bits not atoms.

Posted on July 6, 2012 by Dave Berkus

If only newspaper publishers, book publishers, record companies, and movie producers would have had the vision to see their future as we now see it, we might have become a digital society with much less disruption and loss of jobs … Continue reading →

Posted in Positioning | 2 Comments

A good case study is worth many paid ads.

Posted on June 30, 2012 by Dave Berkus

We have grown more than a bit weary of most advertising, no matter in what form.  We are constantly bombarded by ads in multiple types of media, to the extent that we most often tune them out unless particularly entertaining … Continue reading →

Posted in Positioning | 4 Comments

Define your story before anyone else does.

Posted on June 22, 2012 by Dave Berkus

It is an old warning in the entertainment industry.  Define your persona the way you want others to view you – before someone else defines you by comparing you to someone not as flattering as you would like. I have … Continue reading →

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Incremental differentiation doesn’t cut it anymore.

Posted on June 15, 2012 by Dave Berkus

One important element of positioning a company is pricing strategy.  There are five niches you can chose when defining your positioning strategy:  price, quality, service, innovation, and elegance. And although many positioning efforts cross the lines between these, great companies … Continue reading →

Posted in Positioning | 2 Comments

Manage your MANTRA.

Posted on June 7, 2012 by Dave Berkus

I am constantly surprised when speaking with entrepreneurs and CEO’s who act puzzled and a bit flustered when I ask, “So what is your mantra?  Tell me about your company in ten words or less.”  Almost every one begins a … Continue reading →

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Organize globally.

Posted on May 31, 2012 by Dave Berkus

Even the smallest business can now reach throughout the globe to find resources for design, development, support and consultation.  There are people and companies everywhere willing to work by the hour, providing great skill sets as needed, able to be … Continue reading →

Posted in Growth!, Positioning | Leave a comment

Protect and grow your core competency.

Posted on May 17, 2012 by Dave Berkus

It is a rule that early stage managers should find, protect and grow the core business, finding resources wherever possible to service that core in the form of variable expense, to be added to or shed at will as the … Continue reading →

Posted in Finding your ideal niche, Growth!, Positioning, Protecting the business | Leave a comment

Find your core competency.

Posted on May 10, 2012 by Dave Berkus

Consider your core.  It is the one skill, process or advantage you have over your competition.  Then think of all the things you do to surround that core with people and assets that complete the company and allow you to … Continue reading →

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Be careful how you define your competition.

Posted on April 19, 2012 by Dave Berkus

Professional investors laugh when they hear an entrepreneur state, “We have no competition.”  That statement has killed more investment deals than almost any other.  It is a failed litmus test for the entrepreneur, even if the plan is for a … Continue reading →

Posted in Finding your ideal niche, Positioning | 2 Comments

Address the five risks to increase your valuation.

Posted on March 15, 2012 by Dave Berkus

In the creation of a new enterprise, there are five principal risks to be addressed by the entrepreneur.  Professional investors will probe these five risk areas and make the decision to invest based upon comfort with each.  So it is … Continue reading →

Posted in Finding your ideal niche, Ignition! Starting up, Positioning | 4 Comments