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 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)
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)
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
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)
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)