110 PUBLISHED IDEAS
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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 these two markets, heretofore ignored, is in fact so significant as to warrant being called a chasm, and crossing this chasm must be the primary focus of any long-term high-tech marketing plan. A successful crossing is how high-tech fortunes are made; failure in the attempt is how they are lost.
The Tech Entrepreneurs Product Positioning and marketing Guide
As the founder, you need to put yourself out there quite literally. You are the key ingredient and your vision is more important than any other part of your company which is why you need to have time to listen to your customers.
According to Steve Blank and Bob Dorf, co-authors of The Startup Owner's Manual, by doing so you are helping your company grow intelligently and sustainably while also avoiding pitfalls that affect thousands of companies each year.
By learning from your customers your vision can and will change for the better.
Product managers and product owners have their own PATOIS, dialect, Lingo, parlance. Communication is messy, complicated, and hard, but it's never optional. Failure to communicate effectively can have dire consequences.
A product manager is the essential line of communication between the people who make the product, the people who sell the product, and the people who support the product. If you don't know enough about your product then how can you ensure that the customer will be successful in using it?
Differentiation is what makes your product unique and valuable for your target audience. It’s what sets you apart. Grabs attention. Says to the world “I’m the only place you’ll find THIS!”
It can take many forms. Price can be a differentiator (“best value!”, “Cheapest rates!”). Quality can be a differentiator. Brand names and social cachet (aka. “perceived value”) can be differentiators. Longevity, even, can be a differentiator (“Dine at London’s oldest restaurant”). It can be your company ethics, your founder, your driving philosophy, even your personality.
❤️ Brainstash Inc.