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Your Positioning Can Be Completely True—and Completely Wrong
Opportunities Hidden in Plain Sight: Marketers spend enormous energy making sure their positioning claims are true. But customers don’t position...
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We Think We Know How Apple Will Position Its New Foldable iPhone
Our positioning framework points to three likely answers—and offers a useful test for B2B marketers. Apple has told us all...
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Stop Trying to Differentiate Your Product
Opportunities Hidden in Plain Sight: When companies can’t find a competitive advantage, their first instinct is often to create one....
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Being Good Isn’t the Same as Being Good Enough to Win
Hidden in Plain Sight Series #5: Companies often know exactly what they’re good at. The bigger opportunity is discovering whether...
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Why Smart Companies Chase the Wrong Opportunities
Hidden in Plain Sight Series #4: Organizations often debate which opportunity is best before agreeing on what makes an opportunity...
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Why B2B Companies Keep Serving “Lukewarm Tea”
Hidden in Plain Sight Series #3: One of the biggest growth opportunities isn’t building a better product—it’s recognizing that different...
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Why B2B Technology Companies Talk About the Wrong Things
Hidden in Plain Sight Series #2: Customer insight is often hiding behind the technical features companies can’t stop talking about....
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How Technical Expertise Blinds B2B Companies to Their Biggest Opportunities
Hidden in Plain Sight Series #1: Why some of the best growth opportunities are invisible to the organizations best equipped...
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Spirit Airlines’ Bankruptcy Revealed the Secret Behind Business “Luck”
The companies that responded fastest weren’t predicting the future—they were prepared for it. When Spirit Airlines abruptly declared bankruptcy and...
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Before You Price Your Next Innovation, Ask One Three-Word Question
What the Doritos pricing debacle reveals about value, alternatives, and pricing in B2B markets. Recently, a bag of Doritos approached...