category
Weekly Tip
Writing Good Communications Briefs
27 September 2022
A template for writing a good communications brief.
What Are You, Really?
21 September 2022
When briefing an analyst, you must know what your product is, and what it is not.
Positioning Against
20 September 2022
If I’m struggling with positioning, I find it useful to position against something else, at least as an exercise.
The Sales Tube
22 August 2022
Hidden inside the sales funnel is the sales tube, a core group of customers that will love you but don’t yet know you exist. Outside of the tube are all the customers that either aren’t ready for you yet, or don’t really care that much about your offer, or otherwise won’t make it all the way through your sales funnel to become customers anytime soon.