Gaia Soykok

KITA was used by Herzberg to explain why managers don't motivate employees. He demonstrated that employees are not motivated by being kicked (figuratively speaking), or by being given more money or benefits, a comfortable environment or reducing time spent at work. These elements were called 'hygiene factors' by Herzberg because they concern the... See more

IDEA 3 -

In B2B you segment the market on anything i.e folks have a creative system and use this particular packaging on regular use. there is no person, we are talking about a company.

As conflict emerges, we stop and take notice that something is not right. The relationship in which the difficulty is arising becomes complicated, not easy and fluid as it once was. We no longer take things at face value, but rather spend greater time and energy to interpret what things mean. As our communication becomes more difficult, we find it... See more

Segmentation versus personas: Confusion comes from B2b versus B2C. Consumer it is similar: segments are people so that is like a persona.

status quo: 30% of deals are lost due to indecision. excel sheets, interns, pen and paper you have to position towards those too. win against alternatives.

Positioning: How your product is the best in the world delivering some value that well-defined companies care a lot about. How are you different? what value you can deliver that no one in the market can. And what market you are in?