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Hollis Tibbetts

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Top Stories by Hollis Tibbetts

In building, marketing and selling software, the biggest enemy isn't the competition.  Or "rivals" at work. Characteristics of The Enemy Your biggest enemies are smart - sometimes blindingly smart.  They're confident, and convincing.  And incredibly dangerous - because you trust them, and you think they're helping you succeed.  They may not be guiding your boat right into the rocks, but they're probably not taking you where you need to be.  And the difference between survival, success, and phenomenal success can come down to very slight variances in navigation over time. Who Is the Enemy? In most cases, your biggest enemies are YOU - and the people you trust at work to provide you with the most important information of all - an understanding of the buyers of your product.  And they hurt you at the most critical moments - when you're making strategic decisions with big... (more)

Apple's Surprising and Disappointing Marketing Fail - Software Malpractice?

Apple's Surprising Marketing Blunder Along with hoards of other people, I upgraded my perfectly good iPhone 4 for the new iPhone 4S. Why? Siri. Am I happy?  No. I "listened" to the iPhone 4S launch - from live blog streams. I was honestly quite disappointed.  A faster processor?  The iPhone 4 was fast enough for me. Same "defective" exposed-glass design that is guaranteed to shatter the first time you drop it (my first iPhone 4 lasted two days).  Heck, you can't even show your new iPhone off because it looks identical to the old one. No crowds of people asking you "what do you thi... (more)

Why Product Positioning Is Useless

Yes.  Product Positioning is mostly useless.  A waste of time.  Simply because it’s so very rarely done well at all. Surprisingly, few people understand the basic concept of product postioning.  They don’t realize that proper product positioning is the foundation of marketing.  They tend to believe that product positioning is a trivial marketing fluff exercise that belongs in some PowerPoint presentation  – which will never be taken seriously by anyone (if seen by anyone at all). Done correctly, product positioning is the most important thing a marketing person can do.  The do... (more)

Product Positioning – Do You Have it Backwards?

First of all, let me explode one common misconception.  Product positioning is not something you do once the product is built. Product positioning isn’t meant to be kept a secret, nicely isolated from product development, sales and the rest of the company.  It’s not static either. Product Positioning is not a Post-Processing Step That’s the secret that Apple understands so well, and one of the reason’s why they were (albeit briefly) the world’s most valuable company. Marketing does not begin once the product is finished and released.  Marketing is not just telling the world about ... (more)

Question: Why Is IT Project Failure Always an Option?

You'd think that we'd be smarter about IT projects by now. You think that we'd be tired of the horrifying rates of failure, and the crushing consequences of those failures. But if you are not spending more time understanding your customers - and developing tightly scoped requirements to make great software to meet their real needs, not some imagined "needs mash-up" cobbled together by the squeakiest wheels in your organization - you're part of the problem, and you're accepting failure as an ever-present option. It's time to stop the madness. It's time to reduce the waste of multi... (more)