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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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

If you apply classical ...

It’s not that classical marketing is totally ineffective. But it is only marginally so. The reason is that classical marketing is what tech-marketing gurus refer to as the fluff part of marketing. It appeals ... See more

Advertising in Tech: wh ...

15 Jun 2005

Advertising should be primarily used for imprinting your brand on the minds of senior executives and investors ... See more

Tunneling through a com ...

Tunneling through a competitor’s pricing walls is a very effective strategy. AMD successfully used this to gain share in the microprocessor market. It starts with carefully examining the existing market struc ... See more

To be truly innovative, ...

While counterintuitive, the reason why big innovations are truly big is that they invariably have something stupid about them that keep less innovative people from attempting to innovate. It’s far easier and le ... See more

When changing your name ...

When changing your name, make sure the new one and logo reflect the company’s history into the future. Changing your name is one of the most difficult tasks in business. Done wrong and the customer will forget ... See more

Need for alignment is h ...

Poor alignment strategy is a common failure mode in many businesses. Chip Making is a very interesting industry to study with respect to this, as much can be learned. Parts of it are very commoditized and oth ... See more

There should be two dis ...

One is corporate marketing, which is for the development of sales-support materials, advertising, marcom, as well as corporate positioning. Then there is market development, for which the responsibilities of d ... See more

Need for alignment of s ...

As companies get larger, it is natural that sales and marketing split. When this happens, they often run into problems as the two become misaligned. Marketing develops products that sales can’t sell, they don ... See more

True Visionary’s go whe ...

Almost every company wants to be as innovative as Apple and have their own Steve Jobs driving product development. Sadly there is almost always a Steve Jobs in every company. The problem is that few companies a ... See more