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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...
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"...