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Another Problem with Value

As I’ve blogged about here, marketers, especially high tech B2B marketers always overvalue value.  We tend to be enamored with the feature, function and benefits of our products and services.  And while I don’t want to rehash the five reasons I’ve previously outlined, I’ve come to realize that there is a FUNDAMENTAL flaw in our approach to communicating value.  You see

Salesforce Changes Viewpoint Again, What’s Going On????

Salesforce, the granddady of them all in Cloud Computing, has shifted Viewpoints again. On August 31st of 2011, Salesforce announced the “Social Enterprise”  -” Our social enterprise vision fundamentally changes how companies collaborate, share and manage information,” said Marc Benioff, chairman and CEO, salesforce.com. “By creating social customer profiles

AIM STEEP to Build Breakthrough Viewpoint Part 3 – It’s a Brave New World –

Introduction This is part 3 of a 3 part series on the mechanics of building Breakthrough Viewpoint.  This series is a “how to” guide to creating the 4 types of Breakthrough Viewpoints as described in this post – Trendspotting, Better Mousetrap, All Pain No Gain and Brave New World.  In part 1, we used the STEEP framework to