A Smart Bear: On Marketing

Many startups fail despite identifying a real problem and building a product that solves that problem. This explains why, so you can avoid their fate. —April 2023 | 6,800 words.

You can charge much more than you think, if you reposition your value-proposition. Here’s how. —June 2018 | 700 words.

This simple method positions your product to be more valuable, especially against competitors who aim to disrupt you, or you them. —June 2023 | 3,800 words.

This fresh take on “Willingness-to-Pay” analyzes three types of customer motivation, leading to superior strategies for growth that also better the world. —May 2023 | 4,000 words.

Targeting your “Ideal Customer Profile” (ICP) is the best way to differentiate and win sales, but does it limit your target market? —January 2024 | 2,800 words.

It’s lazy writing. It’s boring and undifferentiated. Say something meaningful, specific, evocative, so your website wins, and you can be proud of it. —July 2024 | 1,200 words.

Oh you secretive devil! The last thing you need is anyone finding out about your startup. Like competitors. Or customers. —January 2025 | 1,300 words.

Half of your “successful” A/B tests are false-positives. This is why, and how to fix it. —November 2024 | 2,000 words.

People love and forgive humans, not corporations. Expose your humanity to earn loyal, happy customers, even when you mess up. —June 2010 | 1,100 words.

We invented this strategic exercise at WP Engine – engaging both Marketing and Product, generating actions for both sides that make products more desirable and competitive. —June 2022 | 3,200 words.

When you’re brand new, how do you select your first marketing channel? —February 2025 | 1,200 words.

Low on cash but need marketing results? Here are four specific things you can do to grow on a budget. —May 2013 | 1,500 words.

What if your company could have only one single advantage over the competition? This exercise will make your positioning and strategy stronger. —March 2010 | 1,900 words.

My tips from running booths at dozens of tradeshows. —January 2010 | 2,600 words.

Using humor or edgy language works. It’s risky, and may alienate some potential customers, but it wins you more customers and shows differentiated personality. —October 2008 | 300 words.

Elevate your product marketing: Use the Opposite Test to avoid generic bullet points and craft compelling, unique features. —April 2008 | 1,000 words.

Tradeshow booths need something to help them stand out. A guy in a bear suit is one way to do it. —April 2007 | 600 words.