You create a great business strategy. You just know it’s going to take
you to market leadership, and a big bottom line result.
Six months later you’re feeling like you’re pushing on a rope. But you
just know everything will come into sync soon.
A year later, you’ve tried everything. Your brilliant strategy has gone no
where. You’re wondering what the hell happened.
You just know that your ideas were brilliant. You know your product offering
is just right for your buyers. So why isn’t it working?
Welcome to the Gap
I’ve worked with hundreds of businesses to create breakout strategies.
Whether a startup, a growth company or a turnaround, the problems with
strategies are always the same. I call it the Gap. Actually, there are a
few Gaps. These Gaps are the reason that the majority of business
strategies fail. Let’s take a look at the 3 biggest gaps that limit
I was listening to a product launch webinar early this morning. The speakers
were droning on and on about technology and architecture and innovation.
Not a customer benefit in sight - other than the usual generic claims of
'market leading' performance,' unmatched' reliability, 'next generation'
features and all the other 'me toos'.
To be fair, the vendor was presenting the product facts quite well. But
they were leaving it to their listeners to sift through the technology claims
to apply its capabilities to their own situation.
This is a high risk approach. Especially if your ... (more)
The concept of Best Practices is right on. We do want to constantly optimize
our business. It’s the way we approach best practices that needs work.
I listened to a new client's 'pitch' yesterday. Turns out they have a great
story. There are just a few glitches. One in particular is pretty common -
and a potential killer.
The client is so brilliant they lose everyone in the process of telling their
This team understands their positioning story and Pivot Points; their company
value, market/customers and offerings. They have intellectual property that
truly is game changing. Their vision for the future is simply jaw-dropping,
even to a jaded geek like me.
But it takes a while, a long while, for customers to 'get' their ... (more)
People often ask me for a written version of my process. They assume I have a
paint-by-numbers approach to creating the strategies, positioning and stories
that are part and parcel of my consulting business.
They couldn't be more wrong.
There is no one-size-fits-all approach to strategy and positioning.
Anyone who says there's a one-size-fits-all approach simply doesn't get it.
Strategic positioning is more art than science. And each and every client is
a new canvas.
Great positioning is as unique as every situation. You have to be flexible,
nimble. My "methodology" is more a way... (more)