Your competitors aren’t the ones buying from you — so why are you spending more time studying them than your customers?
Chasing differentiation for its own sake can pull you off course; real clarity comes from understanding what your buyers actually need, fear, and value.
A competitive market isn’...
Many of our clients offering specialized trading technology spend excessive time worrying about their competition. Are you in this camp? Does your team spend more time doing competitor analysis and examining what competitors are doing than figuring out what customers need? Â Are you trying to match c...
The other day we met with a financial technology vendor who shared their 2013 marketing strategy. The strategy included a vague set of objectives around increasing awareness and decreasing average cost per lead and a positioning statement that could have been produced by the B.S. Generator (if y
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