Peep Laja on LinkedIn: I used to believe that great marketing would be the deciding factor for a… | 198 comments
linkedin.com
Peep Laja on LinkedIn: I used to believe that great marketing would be the deciding factor for a… | 198 comments
history teaches us that companies that create market categories often lose in the long run to companies that gained a market foothold after the hard work of creating the category was already done.
April Dunford • A quickstart guide to positioning
Sarah Wong added
It's easy to get caught up in marketing product features when launching. However, in today's crowded market, consumers aren't just looking for features; they're searching for solutions to their problems.
Simply promoting features without a compelling brand narrative that underscores your value proposition, backed by a deep understanding of your cus... See more
Simply promoting features without a compelling brand narrative that underscores your value proposition, backed by a deep understanding of your cus... See more
Koto • Early-stage branding: driving go-to-market impact
Brandy Cerne added
This is counter to classic marketing thinking, which is brand oriented: How do I get people to prefer my brand? Forget the brand. Think categories. Prospects are on the defensive when it comes to brands. Everyone talks about why their brand is better. But prospects have an open mind when it comes to categories. Everyone is interested in what’s new.
... See moreFerriss, Timothy • Tools of Titans: The Tactics, Routines, and Habits of Billionaires, Icons, and World-Class Performers
So many businesses make the fatal mistake of trying to ram a product down the throats of a market because they think it’s a great product. It never works,” he said. “What does work—and what produces phenomenal results—is getting to know the demand and the needs and wants and dreams and desires of people, then crafting products that satisfy those ne
... See moreEddie Shleyner • Very Good Copy: 207 Micro-Lessons on Thinking and Writing Like a Copywriter
Claudiu and added
Future Demand: Why building your brand among tomorrow's customers is the key to start-up success
amazon.com
From Product/Market Fit to Language/Market Fit: A New Brand Storytelling Framework
Sari Azoutsariazout.medium.com
If you allow your ICP to fray, you’ll lose
From the beginning, we knew we needed to define a good ideal customer profile (ICP). There are manyapproaches to defining a good ICP, but a quality we underestimated is specificity . Simply put, an ICP must be a single market segment :a group of people for whom the value of solving a problem is roughly the... See more
From the beginning, we knew we needed to define a good ideal customer profile (ICP). There are manyapproaches to defining a good ICP, but a quality we underestimated is specificity . Simply put, an ICP must be a single market segment :a group of people for whom the value of solving a problem is roughly the... See more
Lenny Rachitsky • Lessons learned from a startup that didn’t make it
Britt Gage added
Customers need to first understand why the category deserves to exist. Why is the problem unique? Why do existing solutions in other categories fall short of solving that problem? While you are convincing the market that this category should exist, you are also teaching folks how to best evaluate solutions in that category.