Category Archives: Positioning

Be approximately right rather than exactly wrong.

Posted on February 17, 2012 by Dave Berkus

I love this statement from John Tukey, coiner of the word ‘bit’ to describe a single switch of digital micro-data.  Tukey was a statistician, one you would expect to describe events in terms reeking with precision. Instead, Tukey implored us … Continue reading →

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

Learn the science – practice the art of negotiation.

Posted on February 3, 2012 by Dave Berkus

From the time we learn to manipulate our parents from the crib to the present day, we learn to negotiate to obtain our wants and needs.  As we grow, we negotiate constantly with our parents, then with our peers.  As … Continue reading →

Posted in Depending upon others, Positioning, Surrounding yourself with talent | 8 Comments

List ten companies that could buy your business.

Posted on September 13, 2011 by Dave Berkus

                This is an exercise I perform with my boards no less than once every several years in planning exercises attended by the board and senior management, sometimes augmented with an industry consultant or expert from the outside.                 Use a … Continue reading →

Posted in Positioning, The liquidity event and beyond | 2 Comments

It is satisfying, but rarely profitable, serving early adopters.

Posted on August 18, 2011 by Dave Berkus

                  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 →

Posted in Growth!, Positioning | 5 Comments

Stay current or the market will drift away.

Posted on August 5, 2011 by Dave Berkus

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 →

Posted in Growth!, Positioning, Protecting the business | Leave a comment

Pick your pricing niche carefully. Defend it.

Posted on July 23, 2011 by Dave Berkus

There are five major classes or niches a company should examine and make its own in calculating positioning in the marketplace.  They are: Price Quality Service Innovation Elegance Companies that compete on price rarely compete against others who emphasize service … Continue reading →

Posted in Positioning | 1 Comment

Where there’s mystery, there’s margin.

Posted on July 19, 2011 by Dave Berkus

                 Here’s a phrase I created in the early 1980’s to describe what I clearly saw as the last chance to make high margins on the sale of computer hardware to businesses.  In the day of the mainframe and then the … Continue reading →

Posted in Positioning | 2 Comments

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

Posted on July 9, 2011 by Dave Berkus

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 →

Posted in Positioning | 1 Comment

Faster is sometimes more valuable than better.

Posted on June 30, 2011 by Dave Berkus

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 →

Posted in Finding your ideal niche, Positioning | Leave a comment

Create equity value with every step.

Posted on June 17, 2011 by Dave Berkus

You may be an architect or doctor or other professional managing your business, knowing that the end game value of your client or patient list is small and not easily transferred to any buyer without attrition.  In such a case, … Continue reading →

Posted in Positioning, The liquidity event and beyond | 1 Comment