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Positioning a Tech Startup: Finding the Secret Sauce
The art and science of positioning a technology startup starts by identifying the key differentiators upon which a startup can stake its unique product claims. Like the formula to Coca Cola that’s...
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Should You Name Your Competition?
In highly competitive technology markets (and political campaigns, for that matter) there is often a debate about whether a startup should name their competition when they are pitching their value....
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Startups and Positioning – Are We There Yet?
The foundation of our work with tech startups is the positioning workshop we lead with the leadership team at the beginning of our engagement. That workshop takes place over several sessions with the...
View ArticleStartup Marketing: Positioning and Euphemisms
I started losing my hair at 28, so I had to re-calibrate my vanity early on—and my vocabulary. In those early days (before I went with the buzz cut, using the same electric clippers we use on the dogs)...
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Startup Naming and Missing Vowels
The subject of naming comes up a lot in startup marketing. We’ve written before about the importance of naming your startup and the challenges in setting the visual identity portion of your company’s...
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When is a pivot just a f__k up?
In our marketing engagements with startups, the core of our work requires that we define the essence of a company, its unique value proposition (UVP), and then align all marketing programs and...
View ArticleStartup Marketing and Creating a Strong UVP
For many of our startup marketing clients, the toughest part of the PMB workshop (Positioning/Messaging/Branding) that we do to kick off an account is to formulate a UVP, or Unique Value Proposition....
View ArticleWhat are the 3 most common tools for positioning a startup?
Here are the three most common tools we use in positioning a startup: The whiteboard – go crazy with paper and pen all you want, but the tool for invention and collaboration at startups is the...
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