Developing a positioning statement is often done as a fill-in-the-blank “Mad Libs” exercise. The power of insightful positioning, however, goes right to the heart of how you are creating value, and for whom. In marketing… Read more »
Checkpoints
Key Ingredients of a Killer Prototype
We often think of prototyping as something only a gifted designer or developer can do. But there are lots of examples in the real world of how ordinary people can pull it off. If you… Read more »
Not Buying It: When your biggest challenge is non-consumption
We’re used to thinking of competition as the biggest challenge for getting customers to buy from us. But a much bigger challenge is non-consumption – especially when the reasons people aren’t buying have more to… Read more »
The BareBones NPV tool: When you need to quantify, but really don’t have the information
Trying to figure out what a new initiative might do for you? A traditional approach is the net present value calculation. This nifty little tool offers an alternative with just 9 input metrics. The net… Read more »