RocketWatcher – Startup Marketing

Obviously Awesome: a product positioning exercise
Scroll down for a template — but I recommend you read the post before you try to use it.
I’ve been a marketing executive at a half dozen successful startups and I’ve been a consultant and advisor to dozens more. I’ve also worked with a handful of massive global companies. If you asked me to point out the most common problem I see, my answer...

No product exists in isolation. Every offering is presented to potential customers within a context or a frame of reference, whether we set one deliberately or not. That context helps them understand what it is, who it is for and why they should care...

For SaaS companies with a somewhat complicated sales model (i.e. sales process that involves a person talking to a prospect in order to close a deal), the sales process should evolve as the company grows. The best way to move through this evolution is...

I was one of the judges in a pitch contest last week (thanks for having me Innovate Manitoba) and listening to the pitches it struck me how for most products, the answer to the question, “What are you?” could be answered in multiple different ways. It...