AuthorBob Wright

Get Your Story Straight

July 5, 2012

4 Min read

What do top technology companies have in common? Think about SalesForce, IBM,VMware, Workday, Apple, Riverbed, Cisco. What separates market leaders and category creators from the rest of the pack? They tell powerful stories. Stories matter. We see it over and over again. Companies that capitalize on an inflection point and grab a leadership position always have a thought-provoking point of view...

8 Symptoms: You Know You Have A Positioning Problem When….

By Bob Wright

In Marketing

April 5, 2012

4 Min read

A change in strategy changes everything. It cannot be undertaken lightly. Capitalizing on a change in strategy or inflection point often requires solving a new customer problem, selling and marketing to a different set of buyers and competing against a new group of competitors. Yet all too often, the effort required to capture the minds and wallets of a new set of buyers is treated casually – but...