Product Positioning And Marketing: Crossing The Chasm - Deepstash

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Product Positioning And Marketing: Crossing The Chasm

The point of greatest peril in the development of a high-tech market lies in making the transition from an early market dominated by a few visionary customers to a mainstream market dominated by a large block of customers who are predominantly pragmatists in orientation. 

The gap between th...

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MORE IDEAS FROM THE SAME BOOK

There are two cracks in the traditional bell curve. Firstly, a chasm between “early adopters” and the “early majority”. The market approach that works for early adopters might not work for more mainstream users of the product or vice versa. 

Secondly, there is a chasm between the early and ...

  1. The product is first used by innovators, people with keen interest in technology.
  2. Secondly, by the Early Adopters, who appreciate the benefits of the new concept.
  3. As the product gets traction and becomes mainstream, the early majority...

Mainstream markets in high tech look a lot like mainstream markets in any other industry, particularly those that sell business to business. They are dominated by the early majority, who in high tech are best understood as pragmatists, who, in turn, tend to be accepted as leaders by the late majo...

The Whole Product Concept identifies four different perceptions of product:

  1. Generic product – This is what’s shipped in the box and what’s covered by the purchasing contract between the seller and the buyer.
  2. Expected product – What the customer thought they were buying.

To enter the mainstream market is an act of aggression. The companies who have already established relationships with your target customer will resent your intrusion and do everything they can to shut you out. The customers themselves will be suspicious of you as a new and untried player in their...

One of the keys in breaking into a new market is to establish a strong word-of-mouth reputation among buyers. Now, for word of mouth to develop in any particular marketplace, there must be a critical mass of informed individuals who meet from time to time and, in exchanging views, reinforce the p...

Make a total commitment to the niche, and then do your best to meet everyone else’s needs with whatever resources you have left over.

In short: Winning the beachhead, knocking over the head pin, creates a dynamic of follow-on adoption, opening up new market opportunities, in part from lever...

  1. Naming the product is crucial for any brand selling to happen.
  2. Position the product for who would buy it and for what reason.
  3. Differentiate and provide details and comparative context to the buying customer
  4. Ensure financials, futures and reassurance to the customer fo...

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5 steps to turn into a marketing success

  1. Research market opportunities
  2. Choose your target market carefully
  3. Decide on a unique positioning
  4. Implement marketing tactics, and 
  5. Audit the results

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Marketing

Marketing is the art of identifying and fulfilling consumer needs.

All kinds of organizations face marketing problems:

  • Corporations fight for market share and revenue
  • Universities compete for students
  • Politicians cultivate their public image to ge...

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SETH GODIN

“anchoring your work deeply in the dreams, desires, and communities of those you seek to serve. It’s about changing people for the better, creating work you can be proud of. And it’s about being a driver of the market, not simply being market-driven.”

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published 7 ideas

How do I describe my love for this book? It completely changed my view of marketing. He says it is "seeing what others see. Building tension. Aligning with tribes. Creating ideas that spread. It means doing the hard work of becoming driven by the market and working with (your part of) that market.” Seth Godin is indeed the Father of Modern Marketing.

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