On this week’s episode of The SaaS Brand Strategy Show, we dissect the debate between business strategy legends Andy Raskin and Christopher Lochhead. Though framed in different ways, there’s an escalating focus on the story businesses use to tell and sell the market. With all our respect to these luminaries that have blazed the trail before us, we dive into their points of view, and ask the question—where is all this language coming from, in the messaging and positioning space? Do these points of view reflect different approaches to the same goal? Semantics or substance?
On this week’s episode of The SaaS Brand Strategy Show, we dissect the debate between business strategy legends Andy Raskin and Christopher Lochhead. Though framed in different ways, there’s an escalating focus on the story businesses use to tell and sell the market.
With all our respect to these luminaries that have blazed the trail before us, we dive into their points of view, and ask the question—where is all this language coming from, in the messaging and positioning space? Is anyone more or less right than anyone else? Do these points of view reflect different approaches to the same goal? Semantics or substance?
We talk about Strategic Narratives, Points of View, Category Design, and Brand Strategy… and the deeper need all this language appears to be pointing at, particularly in the SaaS market.
Being creative versus being a creative, and why that matters to Jira-jailed B2B SaaS cultures.
Read More →Category Strategy looks easy and obvious when it is clear, concise, and executed with conviction and commitment. Few B2B SaaS companies are comfortable tweaking existing category conventions to the point where clear differentiation and premium positioning is achieved. We roll across a lot who try, but Front.com is one of the few who have done a great job bringing the strategy to life and to market. It's not all roses, though. There are a couple of opportunities for improvement.
Read More →Schedule an in-person clinic on DRMG's Category Strategy.
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