Differentiate or Die        Secrets of Silicon Valley    NASSCOM Product Conclave 2012           By: Robert M. Wright1
Hello India!2
¥    The Importance of Positioning for Differentiation                                                             ¥    ...
What Do They Have in Common?                     14X                                    8.3X                      48X     ...
What is Positioning?      “Positioning is in the mind of the prospect. Its how you      differentiate your solution in the...
Good Positioning Feeds Everything                                                                  Product                ...
You Know You Have a Positioning Problem…                                    1.  Your presentation is 30 slides            ...
What are Your Challenges?©2012 Firebrick Consulting Inc. Proprietary & Confidential   PAGE   8
New Positioning Model©2012 Firebrick Consulting Inc. Proprietary & Confidential
New Positioning ModelShift the focus:                    Product - Centric                         Buyer - Centric ©2012 F...
New Positioning Model             Product - Centric                                      Buyer - Centric   •  Release 1.5 ...
7 Positioning Rules©2012 Firebrick Consulting Inc. Proprietary & Confidential
Rule 1: Fortune 500 or SMB is Not a Market©2012 Firebrick Consulting Inc. Proprietary & Confidential   PAGE
Rule 2: Who is Your “Mary”©2012 Firebrick Consulting Inc. Proprietary & Confidential   PAGE   14
Example: Not All CIO’s are Identical               “Avniash”                                                “Aditya”      ...
Rule 3: Own a Problem©2012 Firebrick Consulting Inc. Proprietary & Confidential   PAGE   16
What is the Problem you “Own”?               Product Description:                          Problem Solved:                ...
…And Connect to a Funded Initiative©2012 Firebrick Consulting Inc. Proprietary & Confidential   PAGE   18
Rule 4: Have a Point of View©2012 Firebrick Consulting Inc. Proprietary & Confidential   PAGE   19
Rule 5: Take a Corner of the Room©2012 Firebrick Consulting Inc. Proprietary & Confidential   PAGE   20
Rule 6: Communicate With Stories©2012 Firebrick Consulting Inc. Proprietary & Confidential   PAGE   21
Powerful Positioning Stories Must Answer These Buyer Questions                                                            ...
Rule 7: No Geek-Speak©2012 Firebrick Consulting Inc. Proprietary & Confidential   PAGE   23
Does your message sound like this?   New Software Development Kit Enables Users, Developers and Partners to Take Full Adva...
6 Words That Should Be Banned©2012 Firebrick Consulting Inc. Proprietary & Confidential   PAGE   25
Rules in ActionHow to Tell a Powerful Story ©2012 Firebrick Consulting Inc. Proprietary & Confidential   26
Your Presentation Structure                                         Slide 2:                          Slide 4:Slide 1:    ...
Powerful Stories: A Better WaySlide 1:                               Slide 2:Big results from                             ...
श"भ	  दीपावली	  	  आप	  सबको	  दीपावली	  की	  हा-दक	  श/भकामनाए4	  ।	  रोशनी	  और	  ख/शी	  8	  इस	  पावन	  पव	  पर	  ई;र	 ...
web I http://www.firebk.com                                                             blog I strategiestorevenue.com/blo...
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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 - Presentation by Bob Wright

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

  1. 1. Differentiate or Die Secrets of Silicon Valley NASSCOM Product Conclave 2012 By: Robert M. Wright1
  2. 2. Hello India!2
  3. 3. ¥  The Importance of Positioning for Differentiation ¥  New Positioning ModelToday’s Agenda ¥  7 New Rules for Positioning ¥  Putting the Positioning Model In Action©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 3
  4. 4. What Do They Have in Common? 14X 8.3X 48X Powerful, Differentiated Positioning Stories! 5X 11X 7X 27X 26X 12.5X©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 4
  5. 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©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 5
  6. 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”©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 6
  7. 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©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 7
  8. 8. What are Your Challenges?©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 8
  9. 9. New Positioning Model©2012 Firebrick Consulting Inc. Proprietary & Confidential
  10. 10. New Positioning ModelShift the focus: Product - Centric Buyer - Centric ©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 10
  11. 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©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 11
  12. 12. 7 Positioning Rules©2012 Firebrick Consulting Inc. Proprietary & Confidential
  13. 13. Rule 1: Fortune 500 or SMB is Not a Market©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE
  14. 14. Rule 2: Who is Your “Mary”©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 14
  15. 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©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 15
  16. 16. Rule 3: Own a Problem©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 16
  17. 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”©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 17
  18. 18. …And Connect to a Funded Initiative©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 18
  19. 19. Rule 4: Have a Point of View©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 19
  20. 20. Rule 5: Take a Corner of the Room©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 20
  21. 21. Rule 6: Communicate With Stories©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 21
  22. 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?    ©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 22
  23. 23. Rule 7: No Geek-Speak©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 23
  24. 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©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 24
  25. 25. 6 Words That Should Be Banned©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 25
  26. 26. Rules in ActionHow to Tell a Powerful Story ©2012 Firebrick Consulting Inc. Proprietary & Confidential 26
  27. 27. Your Presentation Structure Slide 2: Slide 4:Slide 1: Slide 3: Slide 5: Our great Our greatIntroducing our Platform Our great Analytics Stats to back upgreat 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©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE
  28. 28. Powerful Stories: A Better WaySlide 1: Slide 2:Big results from Slide 3: Slide 4: Slide 5: Recent marketcustomers like Causing you a …And you may Traditional dynamics: youryou 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©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 28
  29. 29. 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  ।   ©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 29
  30. 30. web I http://www.firebk.com blog I strategiestorevenue.com/blog/ email I bwright@firebk.com©2012 Firebrick Consulting Inc. Proprietary & Confidential PAGE 30

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