ÜBER DIESE EPISODE
Creating a category is not for the faint of heart
Over the past 20 years, Firebrick has been at ground-zero in the formation of multiple B2B tech categories – from ERP/CRM/MA to Saas, Big Data, CX, DevOps, and Edge. In this discussion, Bob and Bob share some of what we’ve learned, such as:
* The #1 challenge of creating a new category.
* How to decide whether to create a category or extend an existing one?
* The top 3 reasons we’ve seen category creators fail.
Also available in this series, 3 Keys to run successful positioning, Not for the faint of heart, Symptoms you have a positioning problem, Positioning vs. Branding: Clearing up the confusion, B2B Positioning, CEO or CMO agenda?, Is your positioning winning or losing?, Stop the geek speak, Setting the foundation for successful positioning, B2B Positioning with and agency or in-house, When positioning expires, and The best product rarely wins.
Englisch
Vereinigte Staaten
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VERGANGENE FOLGEN SUCHEN
Vorhandene Folgen von Differentiate or Die: Secrets of Silicon Valley durchsuchen.
WEITERE EPISODEN IN DIESEM PODCAST
B2B Positioning: Whose job is it anyway?
Who in your B2B tech company is responsible for positioning? Surprisingly, it’s not just the CMO anymore.
B2B tech positioning expert Bob Wright gives tech execs a new perspective on the strategic role of positioning – and who in the company really matters…
Is your company pitch 36 slides of techno jargon?
Are executive buyers turned off by your geek speak?
Are you struggling to find a fresh narrative that brings your product to life?
Stop the Geek Speak, the fifth in a podcast series featuring positioning expert Bob Wright, helps B2B tech execs mo…
Is your positioning winning or losing?
How do you know?
What are the metrics for success?
The fourth podcast in a new series, Differentiate or Die by positioning expert Bob Wright, gives B2B tech executives a framework for measuring the impact of positioning – and determining if yours i…
What does it take to create a new market category?
We asked David Hughes, founder and CEO of SD-WAN pioneer Silver Peak. David has taken Silver Peak from concept to market leadership and 75% YOY growth. In this Q&A, David shares his experience on:
* The role of positioning in fueling category…
Jason Hoffman is one of B2B tech industry’s leading futurists and pioneers of today’s mobile edge and distributed cloud infrastructure technologies. Over his career as founder of Joyent, CTO for Digital Services at Ericsson and current CEO of MobileEdgX, he knows first-hand the power o…
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