The Overview #16
This week: sales versus marketing, strategy in action, and the hottest role in tech
Neglected positioning hurts more than you think
Don't fall down the slippery slope of careless positioning. Start measuring your confidence to avoid death by a thousand cuts.
The Overview #15
This week: talk to your customers + others in the market, ask why - and a new framework for customer discovery?
Competing for customers
Using competitive positioning to play offense and defense in marketing and sales conversations – based on the alternative solutions our…
The Overview #14
This week: Fix positioning, buyer confusion taxes, and challenges that are a consequence of your decisions.
Applying second-order thinking in go-to-market strategy
Examining consequences and implications to make better decisions - and how to prevent backlashes by bringing your teams along the journey.
The Overview #13
This week: ABM, living your brand promise, silos kill SaaS, increase rev/decrease costs
7 things advertising school taught me about marketing
10 years after graduating from Europe's top-rated advertising course , I’ve reflected on the top lessons I learnt and how I apply them to my…
The Overview #12
This week: A great messaging example, putting lipstick on a pig, and why you probably can't use Nike-level brand messaging yet.
Don’t be a “conveyor belt” team
How to use strategy, goals, validation, and communication to avoid significant failures, and continually get better.