Secrets of Silicon Valley: Break-away Positioning Strategies
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1 Creating Break- Away Positioning Strategies Secrets of Silicon Valley By: Robert M. Wright
description
Pick up the paper any day and read about another failed technology company - or another company that takes off and is wildly successful. What is the difference? Great technology companies have powerful positioning stories. This workshop provides best practices and practical approach for creating compelling, differentiated positioning strategies, stories and messaging.
Transcript of Secrets of Silicon Valley: Break-away Positioning Strategies
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Creating Break-Away Positioning Strategies
Secrets of Silicon Valley
By: Robert M. Wright
2 COPYRIGHT 2011 FIREBRICK | FIREBRICK.COM
Today’s Agenda
What is Positioning?
New Positioning Model
9 New Rules for Positioning
Putting the Positioning Model In Action
Positioning Strategies
Launching Your Story
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Inflection Points = Growth and Disruption
Inflection Points
Fast, More Frequent
Cloud
Mobile
M&A
New Product
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The Problem: Strategy to Revenue
StrategyPoint of Revenue
Takes too long!
Don’t maximize revenue opportunity!!
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The Answer: Making Your Strategy, Work
StrategyPoint of Revenue
“Go-to-Market” Journey
momentum?
ROLL-out? SALES
conversations?
Sales SUCCESSmodel?
REVENUE?accounts?
marketingLEVERS?
Is there a MARKET?
Do I know these
BUYERS?
What is my STORY?
DIFFERENT? resonate?
What is my STORY?
DIFFERENT?resonate?
Strategy Intelligence
PositioningStrategy
Sales Enablement
RevenueOptimization
LaunchStrategy✓
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They All Have Powerful Stories!
What Do They Have in Common?
COPYRIGHT 2011 FIREBRICK | FIREBK.COM
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You Know You Have a Positioning Problem…
COPYRIGHT 2011 FIREBRICK | FIREBK.COM
Your slide deck is 30 slides1.Long sales cycles and lots of “no-decisions”2.
ask 3 people what you do …get 3 different answers4.
3. Blah, Blah, Blah – you sound like all your competitors
Your company is not considered a player in the market5.
You spent a lot of money on PR and got nowhere6.
Sales will call on anything that moves7.
You don’t have a viewpoint8.
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New Positioning Model
9 COPYRIGHT 2011 FIREBRICK | FIREBRICK.COM
New Positioning Model
Shift the focus: “me” orientation to “buyer” stimulus
Product-Centric
Buyer-Centric
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7 Positioning Rules
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Rule 1: F500 is Not a Market
Fortune 500
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Rule 2: Who is your “Mary”
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Rule 3: Own a Problem
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…And connect to a funded initiative
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Rule 4: Have a Point of View
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Rule 5: Take a Corner of the Room
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Rule 6: Communicate With Stories
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Good Stories Answer 3 Questions
How will my life be fundamentally different? ?3
How are you different ?2
1 ?Why you, now
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Rule 7: No Geek-Speak
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We are BANNING these 5 words
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Flexible
Comprehensive
Collaborative
Massive Scale
Agile
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Rules In Action
The Deliverables
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Good Positioning Feeds Everything
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Campaigns
Internal “Rallying Cry”
Direct Sales:Buyer
Conversations
Product Marketing
Online ChannelMessaging
Market Analyst Relations
Thought Leadership/PR
Positioning Story ppt.
Message Guide doc.
