Values to power brand positioning – and more.

In our last post, we talked about the importance of values for businesses. Strong values create the foundation for a company’s purpose, brand positioning, product strategy, and culture. Identifying and communicating those values to your customers, employees and other constituents can have a galvanizing, energizing effect on businesses. In Jim Stengel’s excellent book GROW, he…

Are you positioned like Chindogu?

I was recently reminded of a hilarious phenomenon that started in Japan known as Chindogu. These are product inventions that are bizarre, hard to understand, and of very little utility. One key to Chindogu is that they are “un-useless” – there is some value they provide – however marginal, and even if realizing this value…

Inspire Your Organization with a Brand Principle Statement

In my last post I talked about why Mission Statements are diminishing in value, and offered an alternative – something we call the Brand Principle Statement (BPS).  The BPS crystallizes the reason for your organization’s existence into a simple statement that everyone can understand, and can serve as inspiration for your employees and customers.

When Better Isn’t Better

Of course, your software is superior to the competition’s. It’s faster, more accurate, more comprehensive than anything else out there. It causes efficiencies, increases productivity. And so you shout it from the rooftops. You plaster it on your home page. Run lead gen campaigns that tout your big betterness. You talk about it with prospects. …

The Tired Promise of Efficiency

When we first talk to potential B2B software clients, we ask them what their value proposition is.  The #1 claim we hear is that their software increases efficiency for their customers. And  while it may be true that their software improves efficiency, that claim is the single least compelling reason to purchase software they can make. Here’s why: 

A Very Irrational Decision

So often, I hear our B2B software clients tell us that their biggest competitor is not another company.  Instead, most deals get lost to the status quo.  A company just can’t overcome inertia to take action and make change. If you look at most B2B messaging, it’s no surprise.  Most B2B marketing is nothing but…