Marketing
Writing Good Communications Briefs
A template for writing a good communications brief.
What Are You, Really?
When briefing an analyst, you must know what your product is, and what it is not.
Positioning Against
If I’m struggling with positioning, I find it useful to position against something else, at least as an exercise.
Systems doing what they do
A bunch of wailing about financial earnings, Intel winning and losing, Amazon having another go at healthcare, and Alibaba pulling back.
Melty Clouds
Clouds don’t like climate change either, and infosec continues to burn brightly.
Death to Murder Mystery Marketing
Murder mystery marketing doesn’t work when tech companies forget to kill someone.
The Pain/Awareness Matrix
Vendors should understand customer pain and problem awareness before they try to sell them things they don’t want or need.
NetApp’s Ongoing Reinvention
NetApp continues its reinvention into a cloud services portfolio company, which is still very much a work-in-progress.
VMware’s Developer Play
The change in marketing leadership at VMware indicates that the company has had enough of trying to convince developers to get interested in infrastructure and wants to try a different approach.
Lockpicks For Lock-In
Lock-in is just over-hyped switching costs so what’s really going on here?
The Simple Power of Communications Briefs
The discipline of writing a comms brief will help you get better at communicating with people.
Building Your Early Stage Content Strategy
Build your early stage content strategy by working backwards from the customer.
Solving Marketing Problems With Perceptual Fingerprints
An introduction to PivotNine’s Perceptual Fingerprint™ technique for analyzing product/market fit.
Understanding Customer Pain
Using the Pain/Awareness Matrix to understand customer pain, and how you can help them.
To Tell Better Tech Stories, Figure Out Who You Really Are
To tell better tech stories, you need to figure out who you really are and what makes you special. And then do it on purpose.
Position Based Decision Making
Finding a strong position for your company helps everyone to make better decisions.
Pure Storage Adds Optane-Based DirectMemory Blades to FlashArray//X
Pure Storage has extended its FlashArray//X product line with new Optane-based DirectMemory.