Storytelling, Messaging, and Category Creation
Go To Market Advisory and Mentoring
CyberSecurity Go To Market Services
Client Success Stories
In order for a #CategoryMeme to spread, the third step of our Penetrate, Replicate, Spread framework, first, it must replicate itself, and do so as Brodie says, "faithfully". What does this mean? Our prospects and other market participants must be able to easily...
In my last post, I discussed the 3 steps to Category Success, borrowing from the work of Richard Brodie. These steps were: Penetration – The Category must enter the mind of market participantsFaithful Replication – The participants must be able to mirror and replicate...
When you write a business book, especially one where you set up the problem with market trends, you always worry that the trends you have identified are temporary or will end soon, making your books relevance plummet. To combat this, you really need to try to pick...
Marketing InSecurity Podcast
Episode 17: Marketing in the Time of COVID, Part 3: Assessing a Changing Future
On this episode of The Marketing InSecurity Podcast, Ken talks with Atri Chattejee of Forge Rock about how they helped their customers navigate the changes brought on by COVID19.