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Is Your Positioning ABLE?

Robert H. Lane



THE PRINCIPLE

Many brands position is by chance. Or at best arrived at looking through their own filters rather than their customer's. The principle at work here is that success is most predicated on choosing the right position. All other strategic issues pale in importance. Choose the right position and it is hard to mess up execution enough to not have a measure of financial success. Choose the wrong position and even exceptionally superior effort may not yield much of a... read more

No Good Picking up speed if you're on the wrong road.

Derek A. Lackey
We have seen many a start-up recognize what they believe to be a need in the market place, think it through rigorously with their team, build the solution to the problem they defined only to get their hat handed to them by their desired marketplace. It is arrogant to base all go to market assumptions on one point of view.   We say one point of view because we all know your staff will jump off a cliff if you tell them to. Especially if you tell them how it will help the start up... read more

Is A Product Ever Fully Baked?

Derek A. Lackey
We always do the very best with what we have - right now.

If new insights are revealed or changes in the market affect a product we already have out there, it is our responsibility to continuously improve those offerings. Our inside look at hundreds of businesses suggests this often happens more by chance than by design.

We are suggesting these improvements always be by design and re-visited often. Without specific processes designed to address this, it is unlikely to happen on a regular... read more

Chief Executive Officer or Chief Evangelist Officer?

Derek A. Lackey
Start-ups are often perceived as "the little guys with a big vision". They usually discover how a process or product can be made better, cheaper, faster or some variation on this. They craft a logical story around their vision and begin telling anybody who will listen, often tweaking the story as they go.

So once the essence of your story is put together, how do you sell your idea to specific audiences? Do you hire a proven sales professional who's job it is to call on targeted companies,... read more

Selling Left-Handed Monkey Wrenches to Left-Handed Plumbers

Derek A. Lackey
Co-founder of Hub Spot, Dharmesh Shah says, the internet is great at connecting makers of left-handed monkey wrenches with left-handed plumbers around the world. But the makers of left-handed monkey wrenches must:

1. be very clear that they make left-handed monkeys wrenches

2. 
not tell everyone about their full line of wrenches, hammers, screwdrivers and saws

3. 
talk directly to left-handed plumbers and not be tempted to include right-handed plumbers, general contractors,... read more

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Derek A. Lackey

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Robert H. Lane

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WRAP, BAG, TAG AND BRAG

Effective Go to Market Strategies For Start Ups

9 out 10 start ups do not survive. One of the primary reasons is: their target audience does not know what the offer is and why they need it in their lives.

All too often a start up has a great idea, well executed. Then the challenge of clearly describing the offering in a way that connects and moves your audience to action. In this book Derek A. Lackey and Robert H.Lane address the key issues and help you think your way through this challenging stage. Many start ups find themselves having to do this several times due to pivots driven by the market feedback. This is a muscle every start up needs to build in order to be successful in this busy marketplace.