Category Archives: Positioning

When to pivot from your original plan?

Posted on April 1, 2021 by Dave Berkus

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?

Posted on March 25, 2021 by Dave Berkus

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 →

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Your “drop dead” question for a customer survey

Posted on March 11, 2021 by Dave Berkus

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 →

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Do you really want to be the first to market?

Posted on March 4, 2021 by Dave Berkus

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

Posted on February 25, 2021 by Dave Berkus

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 →

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Four ways to create marketing excellence

Posted on February 18, 2021 by Dave Berkus

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

Are you innovating because of need or inspiration?

Posted on December 3, 2020 by Dave Berkus

Most innovations come from responding to a customer’s needs, or finding a niche where products need improvement or extension.  It is rare to innovate using a blank sheet of paper in a room with bare walls and no other contributors. … Continue reading →

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Have you heard? Eyeballs aren’t everything.

Posted on November 19, 2020 by Dave Berkus

Remember when? Back when we were all trying to figure out the real value of traffic on the web, investors – and acquiring companies – got a bit crazy with metrics used to value acquisitions and investments.  Since in most … Continue reading →

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Create a great product – the three-step dance method

Posted on November 12, 2020 by Dave Berkus

Can you create a product in a vacuum? Creating a new product in a relative vacuum is an exercise in complete trust that you know what’s best for the customer, perhaps even without interaction with such a customer.  It’s probably … Continue reading →

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Crowdsourcing, collaboration, support groups. Oh my.

Posted on July 2, 2020 by Dave Berkus

At the MIT Center of Collective Intelligence, professors and graduate students are wrestling with an important opportunity – and gaining ground.  With new collaborative tools available for use in the cloud, people are no longer isolated in their creative endeavors. … Continue reading →

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