Standards-based marketing – an antidote “Sell Differently” Part 3

Part 3 – Sell Differently I’m continuing this series of blogs here by looking at the techniques that software vendors can use to create the “illusion” of differentiation in markets where technical standards have led to little material product difference. Perhaps the most obvious differentiator between organisations that have “broadly” similar technology, and an area […]

“Aim wider”, “focus everywhere” and other oxymorons

I’ve just had a conversation with a friend, an ex-colleague who was picking my brains (for free I might add!) about what he could do to make his sales year look better. I asked him how his product was positioned and where his focus was on the market.He told me, and in doing so mentioned 3 industries, 3 market […]

Positioning and the Positioning Statement

Positioning and the Positioning Statement This page contains a summary of a series of blog entries I made during January and February 2009.  It describes the format of the positioning statement that we use in the REPAMA competitive intelligence methodology. I refer to the concept of positioning and the positioning statement frequently so I wanted […]

Part 1 – The positioning statement

Positioning Happy 2009! I’ve been in debate with a number of correspondents about the layout and format of the positioning statement that we use in the Lustratus REPAMA-based research.  So I’m going to dedicate the next few blog entries to the positioning statement.  I hope to answer the following questions. What is the positioning statement? […]