Differentiate or Die, Secrets of Silicon Valley - Presentation by Bob Wright

1. Differentiate or Die
Secrets of Silicon Valley
NASSCOM Product Conclave 2012
By: Robert M. Wright
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2. Hello India!
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3. ¥ The Importance of Positioning for Differentiation
¥ New Positioning Model
Today’s Agenda ¥ 7 New Rules for Positioning
¥ Putting the Positioning Model In Action
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4. What Do They Have in Common?
14X
8.3X
48X
Powerful, Differentiated Positioning Stories!
5X
11X
7X
27X
26X
12.5X
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5. What is Positioning?
“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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6. Good Positioning Feeds Everything
Product
Marketing
Campaigns
Thought
Leadership/PR
Positioning Story
Direct Sales:
Buyer Conversations &
Message Guide
Market Analyst
Relations
Online Channel
Messaging Internal
“Rallying Cry”
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7. You Know You Have a Positioning Problem…
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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8. What are Your Challenges?
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9. New Positioning Model
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10. New Positioning Model
Shift the focus:
Product - Centric Buyer - Centric
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11. New Positioning Model
Product - Centric Buyer - Centric
• Release 1.5 PIM SaaS solution, GeoTagged, • “Global brand execution”,
XML-based synchronize flow of product information
• Release 5.0 Big Data analytics, Point-in-time
• “How can you run your business without all the data?”
recovery, Hadoop, Tiered storage
• Datacenter OS, OS Virtualization, Intraspection • “Cloud infrastructure built to power today’s apps:
Delivers a performance multiplier on IT investment
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12. 7 Positioning Rules
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13. Rule 1: Fortune 500 or SMB is Not a Market
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14. Rule 2: Who is Your “Mary”
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15. Example: Not All CIO’s are Identical
“Avniash” “Aditya” “Kenneth”
Change-Agent Early-Adopter Maintainers
• Complex organizations • Regionalized IT ops • Business does not rely on IT
• High pace of change • Heritage of experimentation for change
• Focus on revenue growth, • Need for game-changer • Steady state: legacy
Not cost cutting • Reports to LOB • Focus on budget costs
• Reports to CEO • Optimize current IT • Reports to CFO
• Results-based IT • Value: technical performance • Resources-based IT
• Value: IT agility, shared risk • Value: cut costs, IT
operational excellence
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16. Rule 3: Own a Problem
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17. What is the Problem you “Own”?
Product Description: Problem Solved:
“Mobile Couponing” “Monetize the Mobile Consumer”
“Decisioning, Predictive CRM”
“Shrinking Customer Lifetime Value ”
“Marketing Campaign Analytics”
“Find More Revenue”
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18. …And Connect to a Funded Initiative
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19. Rule 4: Have a Point of View
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20. Rule 5: Take a Corner of the Room
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21. Rule 6: Communicate With Stories
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22. Powerful Positioning Stories Must Answer These Buyer Questions
Why
your
company,
now?
How
are
you
different?
3
Key
Ques*ons
How
will
my
life
be
be?er?
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23. Rule 7: No Geek-Speak
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24. Does your message sound like this?
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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25. 6 Words That Should Be Banned
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26. Rules in Action
How to Tell a Powerful Story
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27. Your Presentation Structure
Slide 2: Slide 4:
Slide 1: Slide 3: Slide 5:
Our great Our great
Introducing our Platform
Our great
Analytics Stats to back up
great product Monitoring
feature why we are so
for the cloud, feature
great
mobile world
Slide 6: Slide 7: Slide 9:
A few cool
Slide 10:
How our cool Slide 8: Our wonderful
You would be
screen shots executives…
product works Logo splash crazy not to buy
slide and our cool dog
our amazing
product
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28. Powerful Stories: A Better Way
Slide 1: Slide 2:
Big results from Slide 3: Slide 4: Slide 5:
Recent market
customers like Causing you a …And you may Traditional
dynamics: your
you BIG problem lose your job approaches no
world has changed
longer work
Slide 6: Slide 7: Slide 8: Slide 9: Slide 10:
What you need The Answer: 3-4 reasons Cleaned up the Call to action
to fix the Our company customers like problem: How
problem you choose us your life will be
different
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30. web I http://www.firebk.com
blog I strategiestorevenue.com/blog/
email I bwright@firebk.com
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