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

©2012 Firebrick Consulting Inc. Proprietary & Confidential

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?

5 ©2012 Firebrick Consulting Inc. Proprietary & Confidential

“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


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…


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?


New Positioning Model


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Shift the focus:



Product - Centric Buyer - Centric

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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


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Rule 1: Fortune 500 or SMB is Not a Market


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Rule 2: Who is Your “Mary”


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Example: Not All CIO’s are Identical


“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”?


“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


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Rule 5: Take a Corner of the Room


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Rule 6: Communicate With Stories


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Powerful Positioning Stories Must Answer These Buyer Questions


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?


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

Words That Should Be Banned


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Your Presentation Structure


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


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


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 ।


web I http://www.firebk.com

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differentiate or die, secrets of silicon valley - presentation by bob wright