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 participants
Faithful Replication – The participants must be able to mirror and replicate the Category idea
Spreading – The Category needs to spread efficiently and quickly from participant to participant
Let’s dive into Step 1 now in some more depth and examine the question, how do I get the category to enter the mind of market participants? Brodie suggest that Memes enter the mind through 3 typical paths – repetition, cognitive dissonance and trojan horse. For a #CategoryMemes, the equivalents are Repetition, Contrast and Problem. Let’s take a quick look at each of these and how they work together.
Repetition – Did I say that enough yet? – #CanYouHearMeNow?
Say it, say it again, and say it some more. Say what? – The category name. Once you name it, you keep repeating it. You get sick of saying it. You think you’ve said it enough. You have all your sales people repeat it. It’s in every tweet, every deck, every-thing! Then magically others start repeating. It becomes a market “earworm” and soon enough even your competitors start to repeat it too, and what a joy that is, they are building your lead!
Contrast – Framing the Difference – #NameItThenFrameIt
Once you name it, over and over again, you’ve got to frame it. “Unlike X, #CategoryMeme does this…”, “While an X has these capabilities, a true #CategoryMeme has these…” or simply “A #CategoryMeme is different that this because…” Human brains need comparison points, and we have to set up the difference for them, or we risk getting lumped together with older or competitively owned categories.
Problem – Attaching Your #CategoryMemes – #SpikeProtein
You name it, you say it, you say it again, but does anyone pay attention. Pardon the analogy, but the #SpikeProtein of your #CategoryMeme is the customer problem. And not just any problem, but a “Capital P” problem. A strategic problem that the economic buyer cares about, a lot! And one that your category solution helps them solve, and transforms their success, both personally, and for the organization. (for more on this, see my post on The Problem with Problems) . If there one thing to get right, it’s this! Without a “Spike” you simply won’t attach your #CategoryMeme to your marketplace.
So in summary, to penetrate your #CategoryMeme into the market, use repetition and framing to explain to the market how your #CategoryMeme solves a big P problem and other older categories don’t. Do it again, then do it some more.
And check back here for the next two posts in this series on #CategoryMeme Faithful Repetition and Spreading.
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 trends that you feel strongly will last at least a few years or more. And if you are really good, lucky, or a combination of the two, you’ve found trends that are not just timely, but will continue to accelerate for even longer.
So I will write it off to 20% prescience, 20% market feel and 60% good fortune that 5 years after publishing Launching to Leading trends I point to in the book are even bigger:
Information is (EVEN MORE ) Abundant
B2B Markets are (MORE) Crowded (than ever)
B2B Buyers are (MORE)independent, connected and in control
YET still too many B2B Companies get stuck in launch and never become the market leaders they should because they:
1) continue to hide information (about pricing, demos, etc…) 2) continue to compete on features 3) overvalue value, thinking the best ROI wins
Instead of following the proven path in the book of: 1) Creating a compelling, transformative Viewpoint story for the potential buyers of their offering and category 2) Identifying the UNIQUE value only they can deliver to those buyers 3) Demonstrating, not simply describing, that value during the entire buying EXPERIENCE
For the longer version, it’s just 99c for the Kindle version to celebrate – So get it today for the price of well 99c, and if you write a review, I’ll send you an autographed hard copy of the book!
May all of yours and your customers’ Hero’s Journey be transformative and amazing – Ken
Before DancingCats, TidePods, BucketChallenges and other “memes” took over the internet, a branch of social science called Memetics was actually built around the idea of Memes. The term Meme was coined more than 40 years ago in the landmark book by Richard Dawkins “The Selfish Gene“. Dawkins defined a meme as “a unit of human cultural transmission analogous to the gene”, and sees the meme as information that replicates and is passed on. Further developed by others including Dennett in “From Bacteria to Bach and Back: The Evolution of Minds”, memetics, the study of cultural evolution via the passing of memes from host to host in a society has been bouncing around academic and pop culture circles for decades.
After reading Dennett, I started thinking about how the ideas of memetics applies to Product Category Design and Strategy for my clients. Some quick Google searching convinced me that this is unchartered territory and to a book called “Virus of the Mind – The New Science of the Meme” by Richard Brodie. In this often quirky and new agey book, Brodie offers some basic frameworks on how Memes, what he very pejoratively labels Mind Viruses, spread.
Judgement aside, Brodie’s work is quite interesting when you think of Category Design and Marketing strategies. Brodie says that Mind Viruses work in three phases – Penetration, Faithful Replication and Spreading. What a great roadmap this is to category success.
So, how do we design a Category Meme that can do all of these, in other words, how does the category enter, replicate and spread across the marketplace. That is the $64,000 dollar question, or in many B2B categories, more like the $6.4B dollar one.
I must admit, I am interested and very infected by this idea, but as Mind Viruses go, this is a pretty rich and exciting one to study! In the next series of posts, I will try to unravel the mysteries of Category Design and Success, and how Category Memetics can help us to succeed.
PS – How many Memes can you count in this short post? Let me know your count in the comments – hint, you definitely need at least 2 hands to count them!
Sometimes, you just have to net it out! After nearly 14 years as a GTM messaging advisor, this is one of those times. The other week, a client looked at my Messaging Hierarchy and asked, “what are the message deliverables out of this project?” a question I get a lot. And then I realized I had never mapped deliverables to my 4 M Model of “Method, Money, Magic, Mythos”. So I did it and here it is:
At each layer of the model, I’ve listed the core deliverables that any B2B product marketing team eventually needs to drive go to market success. Some, the the Viewpoint Story and the Value Messaging Palette are in my mind, first priority. If I do I great job with these, many of the rest are by-products and/or derivatives of these. And remember, we are still at the “scripting” level of work, we still have to make the Go To Market “Movies”. But remember, just like without a great script, the right audience focus, the right stage design, and the right costume and make-up designs, the movie will probably stink, without these foundational deliverables your demand gen, content marketing, website and other content will be weak, inconsistent and ineffective.
In future blogs I plan on discussing each layer in detail, it’s importance, the related foundational deliverables and their roles in driving customer facing deliverables. But for now, here you have it, everything I’ve ever learned in one model!
A few years ago, after completing an engagement with Lee Hecht Harrison in working on the narrative for the launch of what became known as their “Active Placement” service, their then CRO Kevin Gagan said to me:
That comment has stuck hard with me. Somedays, I believe Kevin is correct. I see this especially with clients who have great ambition for their offerings, and struggle to narrow down their message for better impact. But when they do, often it creates new strategic focus in many aspects of the go to market, be it product roadmap, packaging, pricing or channels. The story drives the strategy.
Other times, the vision and strategy are very well defined. Often driven by entrepreneurial leaders with an innate sense for the buyer and the customer, the product, packaging and go to market plan are strategically sound, but the story is so narrow that it undersells the offering and doesn’t break through. When you fix that, clearly the strategy is driving the story.
So I decided to ask my LinkedIn connections what they thought.
As you can see, they were somewhat divided, with a plurality saying that Strategy drives story. But I have now landed in the 29% that says it’s a give and take. When story and strategy evolve together, they can create a “virtuous cycle” of a powerful and impactful GTM narrative and mix. Story drives strategy drives story in a never ending dance.
In one Hatha Yoga You-tube class I do, the instructor says,
Strength and flexibility, engagement and relaxation, each reinforced by the other. Story and strategy, the Yin and Yang of B2B Go to Market Success.
May all of you and your customer’s Hero’s Journeys be successful, transformative and rewarding – Namaste – Ken!
Having written last on the “5 DIY B2B Messaging Mistakes” I’ve decided to address another challenge, hiring “Messaging Help”, that consultant, agency or firm that’s gonna help you get it right. And while I admit I have a biased view here, in the sense that I am a provider of this, I wanted to step back and talk about how to find the “contractor” that works for you. Since there is no Angie for B2B messaging, here’s a starting point to help you on your decision path.
Here in no particular order, and my top 5 tips on hiring Messaging Help…
Beware the Generalist – everyone can “do this”
Beware the Specialist – too much speciality can kill
Beware the Low Cost Provider – price can be the signal of value
Beware the High Price Provider – are you paying for overhead or quality
Messaging or Domain Expertise – yes, you need a lot of one, but some of another
Let’s go a bit deeper on each of these tips:
#1 Beware the Generalist– Often an individual who has a great track record as a CMO or VP, they can do it all. But when’s the last time they did this? Think of it like hiring a retired QB whose now a head coach to be your Quarterback on the field. Or a general contractor, who hasn’t touched a pipe for 20 yrs to fix your leaky toilet. Can they still do it? Are they in synch with the current products, codes and tools? You get the picture. Messaging is a skill, and like any skill, it degrades if not practiced.
#2 Beware the Specialist – You hire these firms to do a job, because they are specialist at it. Then you discover that your web, your PR, your demand gen agency probably all have “messaging” offerings. That’s great if you want press coverage, or web or ad copy, but that’s what you will get. If your project is to build CORE MESSAGING, the blueprint or “bible” for your business, product line or service offering, beware of getting a great message for one of them, and thinking you are getting it all. Maybe a specialist messaging firm is a better answer!
#3 – Beware the Low Cost Provider -With messaging, there is NO barrier to entry. Just say you do it, tell a story or two, and then go to town. And do a bunch of other stuff too. (see tips 1 and 2 ;)). And do it cheap and fast. Well, you know the old adage, you can have good, cheap and fast, but you can’t get all 3. When a “messaging provider” is 1/3 the cost of the going market rate, then you should slow very much down before hiring them. Let’s say you were going to tile a bathroom in your home, and you get 3 quotes, one for $500, one for $1800 and one for $5000. Well, for me, if I want a good job that lasts, my first choice to dive deep into references, etc, is the $1800 one, unless of course I want it cheap because I am selling my house next week. There’s a reason why specialized skill like messaging aren’t cheap, because they are valuable and strategic. If it isn’t worth investing in, maybe you should be doing DIY!
#4 – Beware the High Cost Provider – On the other end of the spectrum is the high price provider. These usually show up as larger agencies with a very dynamic leader/founder who does most of the selling. Then they have a small to large army of “consultants” who do the work. This usually translates into more overhead for the provider, and bigger prices. This is OK, but the biggest risk is that the consultant or team of consultants will not be near as skilled and capable as the founder. Of course, the founder will promise you that they will be :involved: and that you are getting their best team. Is that worth the bet and the price tag?
#5 –Messaging or Domain Expertise – Yes, it depends. Obviously I am biased that messaging expertise is critical. That’s obvious already from tips 1-4. But do you need domain expertise too. My answer is yes but. I would NOT hire a provider to do the work if they had no knowledge of my space, though I would define space pretty liberally. If I was a marketing automation vendor, I’d hire someone who did a lot of sales automation but maybe not so much marketing, but I probably wouldn’t hire someone who’s closed connection to marketing automation was something like Support automation. Surprisingly, I would not hire someone who ONLY did marketing automation work. Why? Cross domain expertise is CRITICAL to creativity and out of the box idea generation. It’s invaluable in this line of work. Don’t over-focus on Domain expertise, if you don’t already have that in spades, you have a bigger problem then messaging!
So if you’ve decided to “get help”, I sure hope these tips drive you to a great decision and you hire the right person or agency to best serve your needs, and hopefully for just a few of you, that person will be me!
Messaging, after product and funding, is arguably the third key thing to get right for early stage B2B start-up success. Yet just the other day, a friend of mine who is a well respected Venture Capitalist said to me, “You know Ken, most of our early stage company think they can do messaging as a DIY project, but the truth is, they are just not good at it”.
This got me thinking watching all of the DIY home improvement shows, especially the ones where the pros come in and rescue the homeowners. Then I realized just how bad I am at even the simplest home improvement project, but that I am pretty good at B2B Messaging, so maybe I could share some common mistakes I’ve had to come in and “rescue” founders from. So here, in no particular order, and my top 5…
They focus too much on how, and not enough on what and why
They focus too much on themselves, and just how awesome they are
The don’t have a well articulated problem statement they are working from
They think a website is a messaging framework
Their value is not well articulated, unique or meaningful
Let’s do a quick peek into the messiness of these mistakes:
#1 Too much how – We mistakenly think that all of our uniqueness comes from our amazing how. The innovation in our code, our science or our other “special sauce”. But without the what and the why, the how is meaningless. Instead, ask yourself what is my unique approach, why did I build it in the first place. Why should anyone care. Thinking different and taking a different approach is often the uniqueness that matters MUCH more than the how. No one really cares how things work near as much as what it does for me and what the value of that is.
#2 Too much me – I had one client when I went to their homepage it was literally all about them. We have amazing customers, we’ve won all these awards, we’ve been featured on this show, our team is the smartest in the world. Many early stage customers are super proud of themselves. They are literally BRILLIANT. They have track records of success. They have PHDs from amazing places. They ran top secret projects for governments. AND, investors LOVE to invest in super smart people. Customers on the other hand, sadly don’t give a crap. They care about your insight, not your degree, they care about this product, not the one you built and sold for $1B dollars, they care about what you can do for them, not what you did yourself. So, put your ego aside, and focus on them, not you. Besides, if the battle always goes to the smartest, which it doesn’t, I’ve got bad news for you there is probably a competitor with better credentials than you have, let her brag, not you!
#3 – The Problem with Problems – I’ve ranted about this one before and it hasn’t gotten any better. C- is still the best grade I see from DIY messaging teams. And if you can’t build your message around a big, relevant and meaningful problem you are lost! Obsess about two things, who are you helping and what are you helping them fix. Once you know that, everything else is (relatively) easy. Problem is the foundation of your messaging and if you’ve ever seen a home on a bad foundation…well enough said.
#4 – Your Website Does Not a Messaging Framework Make – The best analogy I can come up with a trailer does not make a movie script. Your website is the OUTPUT of a great messaging framework. As is your sales presentation, your PR boilerplate, your product brochure. Making a website without a messaging framework will result in, well, crap. Don’t do it. Find a framework and use it. I am quite partial to mine, which is the topic of much of my book Launching to Leading, and can be downloaded here (but you’ll want to read the book to make sense of it).
#5 – Where’s the Value – DIY messaging doesn’t focus near enough if at all on value. Marketing and sales is all about a conversation with buyers about the exchange of value. You want their time, attention and dollars, and they want what in exchange? Something they need that solves a problem (see #3) and the benefits they get from doing so. After you’re done obsessing on problem, obsess on value. What value can I deliver that my competitors can’t that customers CARE to trade time and money for, not just think it’s cool. A messaging framework should help here too. And if you’d like more of my thoughts on both problem and value, you can check out my LinkedIn Learning Course here.
So to put a wrap on this DIY project, if you do DIY Messaging; remember lower the heat on the how and you, obsess about problem and value, and don’t confuse your website for a messaging framework…now back to all those pesky home improvement projects for me, nah, I’ll just hire a pro!!!
Get Out and Engage! – Why You Need Both Customer Empathy AND Intimacy to Drive Aligned Engagement
Do you know what keeps your customers up at night? What gets them excited in the morning? Have you walked in their shoes? Do you seek to understand before being understood?
All timeless cliches, right? But many marketers forget to take them to heart. Many sit in their cubicles (or home offices these days) and fail to engage in discovery conversations. They are “too busy” to keep up with news of the industries they serve, the functions they support, and the businesses they are trying to help. Worse yet, they seem more focused campaign metrics and business results than on customer problems and transformation.
Is this unfair? Probably a bit. But achieving what I call Aligned Engagement, where your narrative and messaging, and the content and programs based on them, breakthrough and have maximum impact and results requires both customer intimacy, a clear understanding of the business and personal goals and challenges of your buyers and users, as well as customer empathy, understanding how they think, feel and act to meet and exceed these goals. Without intimacy, your programs will lack meaning, and while customers may appreciate the empathy, they will probably just say, “Thanks for caring, but no thanks, I’m not buying”. And with high levels of intimacy, and low empathy, you’ll feel creepy, because you seem to understand them at a business level but don’t relate to them as humans.
Aligned Engagement, where the magic happens, is at the intersection of high levels of customer intimacy and empathy. So get out of that email inbox and spreadsheet and go engage. Talk, zoom, survey, watch user testing, sit with customer success, the options are endless. Don’t be a marketing wallflower, get out there and learn and care. The rewards are many and the opportunity is yours! – Ken
I’ll be talking about the role of customer empathy and intimacy in building your breakthrough narrative in my March 18th Webinar, I hope you can join me.
We all have bad habits, both in our personal and professional lives. Over the years, I’ve noticed 5 Messaging Habits that get in the way of B2B Brand Success. Let’s take a quick look at these 5 bad habits to break
Bad Habit 1: Overvaluing Value
Value is critical to success. However, it is a necessary but not sufficient condition for great messaging. Put another way, value is a great justifier of purchase, but it is rarely a motivator. In today’s crowded marketplace of ideas, if you ONLY focus on value, at the cost of story and experience, you will NOT breakthrough and your value will be wasted. Overvaluing value is a habit you must break to lead.
Bad Habit 2: Confusing Strategy with Story
My business strategy is about ME, not my customer. My market story or narrative should center around the customer, with my brand as “best supporting actor” but not the lead. Keep your strategy tight and save it for investors, but make your customer the hero your go market story. Brands that talk too much about their business strategy instead of the transformative customer story simply don’t get noticed by overwhelmed buyers.
Bad Habit 3: Being Impatient
It takes the 3-5 repetitions for a new idea or “meme” to implant itself in a meaningful and impactful way in the human brain. Yet many expect a new message to move the needle in weeks if not days. Because of this, we tweak, throw out and revise messaging so much, we lose the impact of repetition, dramatically lowering our effectiveness. Be patient, we are fighting a war against competition that is measured in months, quarters and years, not days, weeks or campaigns. If you aren’t tired of saying it I guarantee you haven’t said it enough
Bad Habit 4: Getting Stuck in the Weeds
We LOVE our product and we love to talk about their amazing features. And even if your baby has the most beautiful eyes in the world, how many pictures of them do your customer’s really want to see. Getting stuck in feature/function land is a habit we need to break. We need functional, motivational and transformative value. But most founders and product folks get stuck in the functional weeds, giving lip-service to the layers of messaging above that.
Habit 5: Talking Too Much
Tell, tell, tell and tell some more. Whitepapers, product data sheets, feature comparisons, etc, etc, etc. Take a lesson from (Pre-covid) Costco. Show, sample and buy. Telling is boring, telling is too demanding on the audience and telling is simply lazy marketing.
Want to improve your results, start breaking the bad habits and living the good ones.