Don’t Think of an Elephant
What can B2B SaaS learn from the American Republican messaging machine?
Articles
Why you need a jobs-to-be-done map
How to build customer empathy by understanding the process they follow to achieve job completion and success.
Getting ‘Uncle Mo’ on your side
Introducing the Interview, a new regular feature on Building Momentum. First up: Jonathan Gandalf, CEO at The Juice.
Using statistics and proof points in product marketing
Avoid bold claims your prospects don’t believe. Instead, use statistics that matter.
Sell more, faster with triggers and motivations
How to understand your customer’s contexts and what drives them, and use that insight in marketing and sales.
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.
Competing for customers
Using competitive positioning to play offense and defense in marketing and sales conversations – based on the alternative solutions our customers will consider.
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.
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 product marketing work.
Don’t be a “conveyor belt” team
How to use strategy, goals, validation, and communication to avoid significant failures, and continually get better.