At the heart of the Lean business model, is an exercise to define a Value Proposition statement for the business, including identifying the top benefits that we provide customers. It’s then used as a true north compass in developing the product and as a core part of our promotional messaging. But, how do we know […]
Why Startups should worry about Brand second
Face it; Startups don’t have the money to compete on Brand. But do they need to? Think of it as a continuum…. The more commoditized your product or service is the more you need to trade on Brand to distinguish yourself. The more unique and novel your product is, the more you need to trade […]
Don’t want Marketing and Sales silos in your Startup? Don’t create them in the first place.
One of the most prevalent issues plaguing companies today is the eternal internal war between marketing and sales teams. I’ve used emphatic language in this statement to emphasize the importance that I place on the problem. These two teams are meant to work together to bring Customers into the organization, yet all too often the inter-relationship […]