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In my last post, “IT Buyers Search for the Truth and Come Up Empty Handed,” I talked about the lack of trust companies have with their technology vendors these days. And I posed the question related to vendors being transparent with customers: what are we so afraid of? I had an experience recently that [...]
©iStockphoto.com/alexsl I have a dear friend whose personal hallmark is, “I’m not for everyone.” She typically makes the statement right up front as a disclaimer when she meets new people. And she is right. She is a strange mix of business savvy sales person, think Ivonka Trump, combined with the unplugged and raw [...]
©iStockphoto.com/Nano To effectively market a new product, you must be able to name it and frame it in terms that resonate with your target audience. Potential customers will not buy what they cannot name or understand. All too often we see technology vendors define their positioning behind closed doors, then cross their fingers and [...] |
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