Category Archives: Positioning

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 →

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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How to measure your power in the Internet marketplace.

Posted on June 25, 2020 by Dave Berkus

There are several key performance indicators that help new generation company management see more clearly their progress and corporate health. The old measures, including return on investment, percentage of profit against revenue or employee count, and more, obviously are still … Continue reading →

Posted in Finding your ideal niche, Positioning | 3 Comments

Traditional marketing vs. social engagement

Posted on June 18, 2020 by Dave Berkus

Woe to those teaching yesterday’s methods We all know that the world of marketing has turned upside down these past years through the power of the Internet. College professors teaching marketing must be having a real challenge keeping up with … Continue reading →

Posted in Finding your ideal niche, Positioning | 2 Comments

Should you cast your net where the big fish swim?

Posted on May 28, 2020 by Dave Berkus

This is one of those “My dad used to say” homilies. You’ve probably heard the accompanying “It takes just as much effort to sell a small deal as a big one,” over the years. It is not that simple in … Continue reading →

Posted in Growth!, Positioning, Protecting the business | 2 Comments

Reinvent your business!

Posted on June 6, 2019 by Dave Berkus

Businesses that forgot to reinvent 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 … Continue reading →

Posted in Growth!, Positioning, Protecting the business | 1 Comment

Can you create a great customer case study?

Posted on May 30, 2019 by Dave Berkus

Attention spans are growing shorter by the second Studies have shown that attention spans for engaging a reader or listener have fallen from eleven seconds to eight seconds on average. Eight seconds to reach someone in most any medium. Ouch! … Continue reading →

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What’s your story? Did someone else create it?

Posted on May 23, 2019 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. Sometimes you … Continue reading →

Posted in Positioning | 3 Comments

Five ways to make your company stand out.

Posted on May 16, 2019 by Dave Berkus

There must be at least several companies out there right now positioning to compete with you. If you’re large enough, you may be the target, and if smaller, you are the minnow not the shark – and need to be … Continue reading →

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Everyone needs to manage their mantra or move on.

Posted on May 9, 2019 by Dave Berkus

Ever stand with someone you’ve never met when at a party, a trade show or just meet someone in the hallway? We all have. And then that person opens his or her mouth and spends a boring two minutes describing … Continue reading →