Breakthrough Marketing ]

View all (57) articles: in “Breakthrough Marketing”

Forget THE Silver Bullet, to Breakthrough and Win, Tell Your Golden Story!

A client of my recently lamented, “I was really hoping we’d find a silver bullet”.  I asked her what she meant.  She said, “You know, the ONE thing we could say, the one sentence that would set us apart”. I said, “Well, there might not be a silver bullet(yet), but we’ve got a Golden Story!”.  The story that connects your uniqueness to the

Message-Market Fit Trumps Product-Market Fit?

Product – Market Fit is an important concept in very early stage start-ups.  It is the thing that is perceived by founders and investors alike as THE milestone to signify that customers want the product and it is time to accelerate growth investments.  As Marc Andreessen is quoted as saying, “Product/market fit means being in a good market with a product that can satisfy that

The New Math of Competitive Differentiation, 7 – 1 = 3!

New Math: 7 – 1 = 3.  Stick with me here all you quant types! How many times have you seen this drawing in a piece of marketing? And the pitch goes something like this, “We are the only ones who can give you D, which is super amazing, because only we have A, B and C, everyone else only has A and B. ” This logic seems OK, but it is very susceptible to the

Transform or Inspire – Messaging to Start a Movement – Part 2

(This is a continuation of a multi-part post on igniting and leading a market Movement.  To start at Part 1, go here. ) Purpose or Movement Messaging, as I describe in Part 1 of this series, must either transform or inspire a business issue or society.  With the 4 types of message, inspiration or transformation, business or societal, we see how this message reaches above market context, to

Thinking BIG – Four Types of Messaging to Start a Movement – Part 1

You have a successful product line, you are a known leader of a meaningful market parade, sales are growing, and so is your valuation.  To quote a famous t-shirt brand, “Life is Good”.  Congrats. THEN you raise the big round, make the big acquisition, start to worry about upstarts who are beginning to nip at your heels.  Or maybe the sales team needs to call higher, but feel they