Posts tagged with: positioning

The simplest way to avoid becoming a commodity — subjecting your offer to price comparisons and low, to non-existent, customer loyalty — is not to allow yourself to be common. The secret is obvious: make yourself an orange to compare...
Continue Reading →
I received an offer in the mail a while ago that looked great! Maybe too great. That’s the problem, it’s too good be true. Where’s the small print? I know somewhere in here there’s a catch. Why do I feel...
Continue Reading →
Markets are competitive. I can’t think of a market that doesn’t include a number of vendors or suppliers who compete for market share. A truth that’s often ignored or misunderstood is most companies who compete in a given market look alike to the people who make purchase decisions and...
Continue Reading →
I had a really good conversation with a a client yesterday about earning the attention of reluctant listeners — we were discussing them in relation to target audiences within a core story. The conversation led to the question posed in the title of this...
Continue Reading →
A common condition I encounter with a number of prospects and new clients is frustration with difficulty talking about their business. You’re in great company if you can’t quite find the magical words to express your company’s value and worth...
Continue Reading →
In 1972 Irving Janis, a psychologist, used the term groupthink to describe how groups of people can make bad or irrational decisions. Via Wikipedia: In a groupthink situation, each member of the group attempts to conform his or her opinions...
Continue Reading →
While the current business environment isn’t as great as we all wish (far from it) and there are plenty reasons to remain concerned, it’s a great opportunity to win new accounts and strengthen relationships with existing customers. The business environment...
Continue Reading →
I once worked for a company that had a product list the size of a small book. The products we sold were so modular you nearly required a map to navigate the configuration possibilities — the configuration guide provided sales...
Continue Reading →
Would a Mercedes be a Mercedes if it cost half as much — or — would it cease to be a luxury vehicle?...
Continue Reading →
Have you noticed there is never anything good in the fine print of an agreement? All the good stuff is up front and in large print. The bad stuff is buried in the back somewhere, deep inside a long paragraph,...
Continue Reading →