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Treasury Curve Finds Their Voice

Challenge: A small but successful provider of Cloud Treasury Services that help corporations proactively and efficiently manage their cash and investments, Treasury Curve needed to move beyond features and benefits to raise their visibility in the market and attract...

Sophos – Synchronized Security Launch

Challenge: Sophos is one of the world’s leading providers of both endpoint and network security and goes to market under the tagline, “Security Made Simple,” critical to the mid-market customer focus.   When Ken engaged with Sophos in mid-2015 they were finishing the...

Word of the Week – “Old Pro”

"Old Pro" - (n) Noun - 1) A bar in Palo Alto, as in "The Old Pro".  The Old Pro is a very popular sports bar currently housed on Ramona Street in the building that formerly was Ramona's Pizza.  The Old Pro has often hosted the royalty of Silicon Valley and was one of...

Word of the Week – “Open Source”

Open Source - (n) Noun - 1) A hypothetical business model that has made money exactly once (see RedHat) and is often bandied about as the next new thing.  Also, known as the last ditch effort to save a failing software company.  This is not to be confused with...

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...

So You Want to Be a Market Leader?

"To be fair, these are tough questions. And Rutsky knows it. The easy answer is that everyone wants to be a market leader. But, as Rutsky earnestly proclaims, some companies lead while others lag. The leaders. They focus on winning by articulating and connecting their...

Launching to Leading Featured on the Marketing Book Podcast

Host Douglas Burdett said in his commentary... It’s (the Viewpoint Story) ingeniously simple, but not simple to develop. Fear not –  the book walks you through all the details of how to create and implement it. I found the viewpoint story concept so compelling that...