Ideas from books, articles & podcasts.
Red-ocean companies try to outperform their rivals to grab a greater share of existing demand. As the market gets crowded, growth reduces, products become commodities, & cut-throat competition turns the bloody ocean red.
Blue-ocean companies access untapped market space & create demand, so they have the opportunity for highly profitable growth. In Blue Oceans, competition is irrelevant.
If you’re in a blue ocean & have a quick time-to-value in your product, use a product-led model. However, if your product is complex, start with a sales to educate your audience & create demand.
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It helps you pick the right go-to-market strategy for your business:
Depending on your strategy you can find yourself in one of the 4 categories, which impact your go-to market:
Product-Led Growth is a go-to-market strategy that relies on using your product as the main vehicle to acquire, activate, and retain customers. This is in opposition to the traditional sales model. Instead of helping buyers go through a long, drawn-out sales cycle, they give the ...
Traditionally, SaaS products sold to executives at the top. Nowadays, the tables have turned. Products are now cheaper & can be adopted without talking to sales: Slack is a perfect example, spreading organically, starting with one user who invites a colleague, then an entire team.
To create a successful product-led business, you need a quick time-to-value. New users need to have a good experience quickly.
As in bowling, we need two bumpers to keep our ball out of the gutter. We can use product and conversational bumpers to guide users to a key outcome.
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