Creativity feels big, unattainable, and unaffordable without the context and understanding of how to get to something Creative. What's missing is the strategic foundation to build upon, to ground the idea in objective analysis and approach to the opportunity in the market.Read More →
Being creative versus being a creative, and why that matters to Jira-jailed B2B SaaS cultures.Read More →
Category Strategy looks easy and obvious when it is clear, concise, and executed with conviction and commitment. Few B2B SaaS companies are comfortable tweaking existing category conventions to the point where clear differentiation and premium positioning is achieved. We roll across a lot who try, but Front.com is one of the few who have done a great job bringing the strategy to life and to market. It's not all roses, though. There are a couple of opportunities for improvement.Read More →
So, now that everyone is adding an AI element to their product solutions, the question naturally arises: “How does this impact my category strategy?” The answer is that AI scratches the System 2 itch, and is not a System 1 tip of the spear, meaning...you don't lead with it.Read More →
If plotted on a spectrum with synthetic on one side and natural on the other, the optimal middle will represent some sort of human-technological symbiosis, with each complementing, informing, and benefitting the other. We’re not there, yet.Read More →
A POV Manifesto demonstrates and proves to the team that leadership has a future-facing plan grounded in market and customer realities. That there is an endorsed, thoughtful method to the madness that ideas and decisions are to be filtered through. The Point of View Manifesto eliminates internal competition around ideas and objectives and gets the team on the same page, literally,Read More →
Stories that get the working money view the opportunity through a wider lens and demonstrate to potential partners the organization is operating with a clear view of the opportunity and conviction in how that opportunity will be realized. It is clarity with conviction on big ticket opportunities and the larger human imperative associated with it.Read More →
37signals' “Just let me do my job” campaign leverages the company’s brand strategy, in that it is informed by the big change in the world, the problem they solve, and the associated benefits that make the customer the hero of the campaign. That's customer loyalty.Read More →
In business, there should be a reciprocal central quest shared amongst the business and its staff, customers, and the population at large, grounded in human nature, and not, to be clear, issue-related causes of our time, which have a place when they are aligned with the greater Meaning and Quest the company is on.Read More →
What is Fame and does it matter to B2B? Fame, in this regard, is notoriety and prestige gained through marketing big ideas on a big stage to a large audience. Fame, in SaaS Brand Strategy vernacular, equates to Lightning Strikes, disruptive events that get on the market’s radar, challenge category conventions, and in doing so capture people’s attention.Read More →
Sales, and how meaning beyond product performance drives sales, is ultimately the key outcome we are after, and there has to be a way to connect meaning with sales. By aligning the organization around the SuperPowers and figuring out how and why the world needs them, you establish a distinct, ownable, and scalable culture of innovation, service, and value. This ultimately becomes the story your customers will tell and sell about you.Read More →
First in a series on SaaS Soul. Soul requires boundaries in which truth can emerge by establishing context. Without constraints there are unlimited options. Without guardrails, the process becomes susceptible to sliding into well-worn ruts that feel more comfortable, less risky, more conventional. Happy crap.Read More →
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