Presentation d sykes

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Presentation at BEN event - Sales Chasm at Science Learning Centre - 10th June 2010

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Presentation d sykes

  1. 1. Clambering across the chasm<br />David Sykes<br />Downham Hill Associates<br />June 2010<br />
  2. 2. Back to the future<br />
  3. 3. The wonderful world of high tech start-ups<br />
  4. 4.
  5. 5. “....consider how we might market a tablet style portable computer with a touch screen interface.......no keyboard is needed.... should be coming on the market around the time this book first hits the shelves .... they are certainly getting a lot of advanced press.........”<br />[page 94] <br />The Wang Freestyle tablet PC c. 1990<br />
  6. 6. <ul><li> market leadership
  7. 7. whole product
  8. 8. easy to buy
  9. 9. positioning</li></ul>"the chasm is, by any measure, a very bad place to be"<br />
  10. 10. market leadership<br />"pragmatist customers want to buy from market leaders"<br />
  11. 11. Motion Media MM225 ISDN videophone<br />
  12. 12. whole product<br />“there’s a gap between the marketing promise made to the customer and the ability of the product to fulfill that promise”<br />
  13. 13. real time operating systems<br />
  14. 14. easy to buy<br />"most people resist selling but enjoy buying"<br />
  15. 15. channel and partners<br />
  16. 16. positioning<br />"Pragmatists are more interested in the market's response to a product than in the product itself."<br />
  17. 17. open source software<br />
  18. 18. “The toughest thing about high tech marketing is that just about the time you get the hang of something, it becomes obsolete.”<br />Some conclusions<br />
  19. 19. <ul><li> the book’s message is still valid (although the examples are rather dated)
  20. 20. life is never quite like management theory!
  21. 21. success once is no guarantee of success again later
  22. 22. the techniques are relevant to most high tech marketing</li></ul>Some conclusions<br />
  23. 23. David Sykes<br />davids@downhamhill.com<br />

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