A few months into my tenure as the VP of Marketing, we now understood who our customers were. We had thought really hard about “market type” and decided to reposition the company from a technology provider to a solutions provider. Now we needed to put the tactical programs in place to make this repositioning strategy [...]
Filed under: Customer Development, Marketing, SuperMac | Tagged: Steve Blank | 8 Comments »
With insight into our customers, the first part of our strategy was to understand what kind of positioning problem we had. Was SuperMac attempting to introduce radically new products and create a new market? No, not really. 74HGZA3MZ6SV Was the company attempting to be a low cost provider by introducing cheaper products to an existing market? [...]
Filed under: Customer Development, Market Types, Marketing, SuperMac | Tagged: Steve Blank | 21 Comments »
After my first month we knew a lot, we knew more about our customers than anyone in the company. In this one month we had learned more about desktop publishing on the Mac than any one of our competitors. Now the question was what to do with it. First I need to make sure what [...]
Filed under: Customer Development, Marketing, SuperMac | Tagged: Steve Blank | 12 Comments »
A week before I started I got inkling of really how deep I was in. While I was waiting in the lobby to pick up my offer letter, the head of marketing communications (who was to be one of my direct reports) came up to me as I held my just signed employment agreement. She [...]
Filed under: Customer Development, Marketing, SuperMac | Tagged: Customer Discovery, Customer Validation, Steve Blank | 8 Comments »
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