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Differentiate or Die, Secrets of Silicon Valley - Presentation by Bob Wright
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Differentiate or Die Secrets of Silicon Valley
NASSCOM Product Conclave 2012
By: Robert M. Wright
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Hello India!
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Today’s Agenda
©2012 Firebrick Consulting Inc. Proprietary & Confidential 3
¥ The Importance of Positioning for Differentiation ¥ New Positioning Model ¥ 7 New Rules for Positioning ¥ Putting the Positioning Model In Action
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5X
14X 48X 8.3X
11X 7X
26X 12.5X 27X
What Do They Have in Common?
Powerful, Differentiated Positioning Stories!
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What is Positioning?
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“Positioning is in the mind of the prospect. Its how you
differentiate your solution in their mind. It cuts through the
clutter. If focuses on the perceptions of the prospect.”
Al Reis
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Good Positioning Feeds Everything
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Campaigns
Internal “Rallying Cry”
Direct Sales: Buyer Conversations
Product Marketing
Online Channel Messaging
Market Analyst Relations
Thought Leadership/PR
Positioning Story
Message Guide &
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You Know You Have a Positioning Problem…
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1. Your presentation is 30 slides
2. Blah, Blah, Blah – your grandmother can’t understand
3. Ask 3 people what you do… get 3 different answers
4. www. test…you can replace your logo with competition
5. You spent a lot of money on PR and got nowhere
6. Long sales cycles, sales calls on everyone
7. You don’ have a viewpoint
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What are Your Challenges?
8 ©2012 Firebrick Consulting Inc. Proprietary & Confidential
New Positioning Model
©2012 Firebrick Consulting Inc. Proprietary & Confidential
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Shift the focus:
New Positioning Model
©2012 Firebrick Consulting Inc. Proprietary & Confidential
Product - Centric Buyer - Centric
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New Positioning Model
©2012 Firebrick Consulting Inc. Proprietary & Confidential
Product - Centric Buyer - Centric
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• Release 1.5 PIM SaaS solution, GeoTagged, XML-based
• “Global brand execution”, synchronize flow of product information
• “Cloud infrastructure built to power today’s apps: Delivers a performance multiplier on IT investment
• Release 5.0 Big Data analytics, Point-in-time recovery, Hadoop, Tiered storage
• Datacenter OS, OS Virtualization, Intraspection
• “How can you run your business without all the data?”
7 Positioning Rules
©2012 Firebrick Consulting Inc. Proprietary & Confidential
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Rule 1: Fortune 500 or SMB is Not a Market
©2012 Firebrick Consulting Inc. Proprietary & Confidential
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Rule 2: Who is Your “Mary”
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Example: Not All CIO’s are Identical
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“Avniash” Change-Agent
• Complex organizations • High pace of change • Focus on revenue growth,
Not cost cutting • Reports to CEO • Results-based IT • Value: IT agility, shared risk
“Aditya” Early-Adopter
• Regionalized IT ops • Heritage of experimentation • Need for game-changer • Reports to LOB • Optimize current IT • Value: technical performance
“Kenneth” Maintainers
• Business does not rely on IT for change
• Steady state: legacy • Focus on budget costs • Reports to CFO • Resources-based IT • Value: cut costs, IT
operational excellence
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Rule 3: Own a Problem
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What is the Problem you “Own”?
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“Decisioning, Predictive CRM” “Shrinking Customer Lifetime Value ”
“Marketing Campaign Analytics” “Find More Revenue”
“Monetize the Mobile Consumer” “Mobile Couponing”
Product Description: Problem Solved:
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…And Connect to a Funded Initiative
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Rule 4: Have a Point of View
19 ©2012 Firebrick Consulting Inc. Proprietary & Confidential
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Rule 5: Take a Corner of the Room
20 ©2012 Firebrick Consulting Inc. Proprietary & Confidential
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Rule 6: Communicate With Stories
21 ©2012 Firebrick Consulting Inc. Proprietary & Confidential
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Powerful Positioning Stories Must Answer These Buyer Questions
22 ©2012 Firebrick Consulting Inc. Proprietary & Confidential
3 Key Ques*ons
Why your company, now?
How are you different?
How will my life be be?er?
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Rule 7: No Geek-Speak
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Does your message sound like this?
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New Software Development Kit Enables Users, Developers and Partners to Take Full Advantage of Vertica’s Real-time Parallel Processing Engine for Big Data BILLERICA, Mass., June 20, 2011 Vertica today announced availability of Vertica 5.0, the latest version of the Vertica Analytics Platform, which offers
greatly improved flexibility and real-time performance for customers’ most demanding business intelligence and
analytic workloads.
The Vertica Analytics Platform analyzes data on a massive scale, with several customers analyzing more than a
petabyte of data in real time. Vertica 5.0 delivers improved flexibility, extensibility and performance in how users
analyze and manage their business-critical information.
BLAH, BLAH, BLAH
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6 Words That Should Be Banned
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Rules in Action How to Tell a Powerful Story
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Your Presentation Structure
©2012 Firebrick Consulting Inc. Proprietary & Confidential
Slide 1: Introducing our
great product for the cloud, mobile world
Slide 2: Our great Platform
Slide 3: Our great Monitoring feature
Slide 4: Our great Analytics feature
Slide 5: Stats to back up why we are so great
Slide 6: How our cool product works
Slide 7: A few cool screen shots Slide 8:
Logo splash slide
Slide 9: Our wonderful executives… and our cool dog
Slide 10: You would be crazy not to buy our amazing product
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Powerful Stories: A Better Way
Slide 1: Big results from customers like you
Slide 2: Recent market dynamics: your world has changed
Slide 3: Causing you a BIG problem
Slide 4: …And you may lose your job
Slide 5: Traditional approaches no longer work
Slide 6: What you need to fix the problem
Slide 7: The Answer: Our company
Slide 8: 3-4 reasons customers like you choose us
Slide 9: Cleaned up the problem: How your life will be different
Slide 10: Call to action
PAGE 29 ©2012 Firebrick Consulting Inc. Proprietary & Confidential
श"भ दीपावली आप सबको दीपावली की हा-दक श/भकामनाए4 । रोशनी और ख/शी 8 इस पावन पव पर ई;र आपकी सारी मनोकामनाए< प=री क> और घर @ स/ख सAपBनता बरसाए। ख=ब पटाE चलाइG, मठाईया< खाईG और ख/शी मनाइG। श/भ दीपावली ।
PAGE 30 ©2012 Firebrick Consulting Inc. Proprietary & Confidential
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