The Win Without Pitching Manifesto
On the eve of our invasion, let us regroup. We have already established the point of attack, a target market segment plagued by a problem that gives it a truly compelling reason to buy. We have already mapped out the whole product needed to eliminate this problem and have recruited the necessary partners and allies to deliver it. The major obstacle
... See moreGeoffrey A. Moore • Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials)
The post-chasm enterprise is bound by the commitments made by the pre-chasm enterprise. These pre-chasm commitments, made in haste during the flurry of just trying to get a foothold in an early market, are all too frequently simply unmaintainable in the new situation. That is, they promise a level of performance or reward that, if delivered, would
... See moreGeoffrey A. Moore • Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials)
The only piece of documentation that matters in this process is that listing action commitments: who will do what and by when.
David H. Maister • Managing The Professional Service Firm
Positioning is a deeply wasteful exercise. It’s driven by saying “no” more than saying “yes” as you decide how to proceed with courage.