Competition never sleeps

Summary : It is a basic principle of tactical awareness that the competition never sleeps. You must assume that they are always trying to find areas of competitive advantage and working to reverse any areas of competitive disadvantage. During the eighties, the ascent of Japan's semiconductor equipment industry was accompanied by high customer satisfaction with their tools and general dissatisfaction with tools made by western suppliers...

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Why big companies don’t ...

It is a mistake to believe that risk aversion or the tendency for meeting quarterly numbers to always trump product development are the primary reasons why big companies don’t innovate. Yet, in removing barrier ... See more

Strategic versus tactic ...

Confusing the two is a dangerous mistake. Not understanding the difference typically leads to tactics with no strategy. Tactics will then often conflict with the implicit strategy. Yet, these are very common ... See more

Power projection in you ...

Power projection must be a fundamental part of your company’s strategy ... See more

The company’s name is i ...

If you think you can lose a lot by misnaming your product, imagine what happens when you misname your company? Worse, it can have long term consequences. Apple rose above the crowd, when PCs were just called ... See more

Segment products and ma ...

One of the greatest problems in marketing is effectively communicating the differences between products so that they are clear in the customer’s minds. Pricing provides one of the most effective ways to do thi ... See more

Advertise your company’ ...

You will never get ink from a magazine to burn mind share with your company’s name... ... See more

Problems are markets … ...

Marketing pro’s love to use the word ‘solution’ as a synonym for ‘product.’ This way of thinking can lead to the common strategic product development error ... Avoiding the error is easy with a simple mental re ... See more

Leadership Principles a ...

The underlying principles and purpose of their leaders govern the outcome of all marketing battles. ... See more

The two reasons to adve ...

The two reasons to advertise: Brand Building and Lead Generation ... See more

SALES versus MARKETING

"SALES is persuading the Customer to WANT what we HAVE. MARKETING is being sure we HAVE what the Customer NEEDS, (now and in the future)." — Peter Hanley ... See more