Storytelling, Messaging, and Category Creation
Storytelling, Messaging, and Category CreationGo To Market Advisory and Mentoring
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Latest Posts
Vanquish the Vitamin, Pass on the Painkiller, Let’s Make Magic!
It's a conversation as old as the hills in the B2B marketing world: VP of Sales to CMO - "We need a painkiller, our product is a vitamin" CMO to VP of Products - "Sales says we need a painkiller" VP of Products to CEO - "But our customers can't live without it" CEO to...
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"...
Spreading the #CategoryMeme – Enabling, Embedding and Incentivizing
Spreading your #categoryMeme is the third step in our Penetrate, Replicate, Spread framework, and takes off right where Replicate ends, with Enablement, then goes to Embedding and Incentivizing #CategoryMeme spread. We discussed enablement of #CategoryMeme replication...