Storytelling, Messaging, and Category Creation
Storytelling, Messaging, and Category CreationGo To Market Advisory and Mentoring
Go To Market Advisory and MentoringCyberSecurity Go To Market Services
CyberSecurity Go To Market ServicesClient Success Stories
Latest Posts
Rethinking the Painkiller vs. Vitamin Metaphor: A Better Way to Play the B2B Game
I've never really liked the old 'Painkiller vs. Vitamin' selling metaphor. And I've been repeatly drawn to this topic, maybe because I hear this old meme so often. It's too simplistic and often becomes an excuse for sales teams when they miss their numbers, with the...
Category Lessons from Club Volleyball???
My son Owen is a high school club volleyball player. While he isn't near the tallest, at almost 5 ft 10in and still growing, he definitely is the giant of our house. And his height DEFINITELY comes from Mom's size. Owen plays setter. Setter is, as I have learned, the...
The (Secret?) Power and Beauty of the #CategoryMeme
A client of mine recently launched their new Category initiative. They are both a technical and customer innovator in a hot, but crowded market, like pretty much all B2B technology innovators are. Their CEO views their #CategoryMeme as one of of their "Secret weapons"...