Blog Archives

Doomed from Inception: The Horizon 2 Gap in the Real World

In case you’re not familiar with The Three Horizons Model of portfolio management, and how it maps to the Growth/Materiality Matrix, here’s a crash course: Horizon 1 refers to current businesses that generate today’s cash flow; investments made here are expected to

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Posted in Management, Marketing

Provocation-Based Marketing in Action

“Rather than resign themselves to hearing the standard ‘Sorry, we have no budget for that,’ some vendors—even some very young start-ups—have found a way to reach their customers’ resource owners and motivate them to allocate the necessary funds. Using what

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Posted in Marketing

Book Report: Escape Velocity

“What if there is some hidden force that is working against your best efforts? What if this force is operating inside your own company, with the full support of your executive team, your board of directors, your investors, and indeed

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Posted in Books, Everything, Leadership, Management

Positioning statements in action

A few weeks ago I wrote about positioning statements and value propositions. At a recent tradeshow, we put some theory into practice.

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Posted in Advertising, Marketing

How do you write a winning value proposition?

An awesome value proposition identifies your target audience, gets their attention, and generates an emotional response to the product or solution you’re selling. Every company needs a value proposition; in fact, if your company has a broad range of products, then you

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Posted in Advertising, Marketing

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