Category: Sponses

What does it take to scale?  To expand, to widen… to thrive?  It takes focus, it takes determination, effort, repetition.  It takes subtlety, and fine tuning. It’s easy to say yes to many things, it’s easy to be an expert in many things.  But being an expert is not the same as having a well-worn […]

If I were to attempt to pull out certain bits of wisdom about market positioning, one bit would be about success through differentiation.  “Me too!” is a normal human trait; in fact that’s one of the drivers of market success… but from a customer perspective.  One guy buys it, and then everyone else says “me […]

I’ve been thinking about various uses for the iPad. At first, it was just a ‘bigger iPhone’ but quickly people found that the personal iPad serves different purposes than an iPhone. And I’ve enjoyed using friends’ iPads in certain situations where I didn’t have my laptop and didn’t feel like doing a group browse on […]

The marketplace is always evolving. Over the past three years, I’ve experimented with various online backup services. I recently started with a new one that addresses concerns that a number of the currently-popular ones have. The key point here is that this new service would not have been able to be successful three years ago, […]

How much love is there in commerce?  Obviously, we all know the phrase “it’s just business”, implying that there can be no compassion, no emotion, when it comes to doing business. Forget business, let’s talk about commerce.  Means the same thing, but has a different connotation.  You “do business” but “engage in commerce”.  Commerce is […]

There’s nothing like the power of shared reality when it comes to marketing.  People usually refer to “shared reality” as “common sense”, even though that “common” sense is only common among people who share the same reality. Whatever sense you consider common is absolutely a result of the reality you’re sharing with others.  There are […]

What IS value?  There are so many different ways of producing & creating value, yet which to choose?  In the marketplace, value is something you produce or provide that others want.  Inside of that definition, there are two types of “things” that you produce/provide: 1) The kind of thing you make/give/do solely to produce income […]

What is “response” when it comes to marketing?  It’s about someone taking an action that you hoped for them to take.  Sign up for an event, or purchase a product, or agree to a price, etc. Response is used to measure how often other people take the action you wanted them to take.  But who’s […]

Marketing is successful when you can boil a concept down into something tangible, eatable, bite-sized.  If it’s broad and expansive, then what you’re telling your audience is that there’s so much you can offer, it’s up to them to decide how to best incorporate you into their lives. That method has a consistently low success […]

The thing about marketing, is that it forces you to speak to many, many different individuals with one single message.  Yes, you can segment, you can niche, you can split-test, but no matter how far you carve, the entire point of marketing is that you’re engaging in a one-to-many form of communication. Compared to a […]