Tag Archives: Solutions

The Second Chasm

– By Steve Robins

Prospects Need to Cross a Chasm Too

If you’re in software marketing, you’re aware of Geoffrey Moore’s book, Crossing the Chasm.  The premise of the book, born out at companies like Oracle and Documentum (since acquired by EMC) is that companies must evolve and cross the “chasm” as they move from serving the early adopters to serving the larger and more lucrative early majority.  That’s the “first chasm.”

The Second Chasm

But there’s actually a second, less-known chasm that relates to the first.  The second chasm is crossed not by your company, but by your prospects.  To be successful, your software company needs to help prospects to make that leap too.  Failure to do so may prevent your company from crossing the first chasm.   Continue reading

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Filed under Case Studies, Software marketing, Solutions, The Solution Marketing Blog

Arrogance Is Not a Solution

– By Steve Robins

Arrogance contributed to Apple iPhone antenna woes

Continued from Apple: Honey I Forgot the Customer!

Solutions are driven by user needs.  Even innovative new offerings need to be based on the needs and habits of real users.  Apple’s iPone 4 debacle, aka “Antennagate”, came about in part because they failed to include actual users in their development cycle.


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Filed under Case Studies, Innovation, Solution Marketing, Solutions, The Solution Marketing Blog, User feedback, Value

Invention or Innovation?

– By Steve Robins

Innovation and Solution Marketing

New inventions are attractive.  They’re fresh, unique, clever, first — superlatives abound.  We admire inventions — and the people and companies that create them.

What’s Wrong?

That’s why many inventors and entrepreneurs are left wondering why their inventions haven’t been more successful.  The reason?  Too often they invent technologies that solve a problem that no one cares about or one that does not justify its expense.   Or perhaps they solve a problem but lack the right business model.  Clever and unique as they may be, unsuccessful inventions offer little value to the people who would buy them.   Continue reading

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Filed under Case Studies, Innovation, Solution Marketing, Solutions, Value

Products or Solutions?

– By Steve Robins

What Should You Market?

It seems so obvious.  If you have a product to sell, you must to market that product.  But as it turns out, marketing your product is not always the best way to go.

Depending on the product’s market maturity, you may actually be better off not marketing the product.  That’s right, don’t market the product.

Let’s review.

If you’ve read Geoffrey Moore’s Crossing the Chasm, you already know that technology markets move through a bell curve of market adoption, progressing from sales to Innovators and Early Adopters, across The Chasm (we hope) and rising sharply with sales to the Early Majority and Late Majority, and then dropping as only the Laggards remain to purchase the technology.

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Filed under Overviews, Product Marketing, Solution Marketing, Technology Adoption Life Cycle

Build a Winning Solution Marketing Strategy – ProductCamp Boston

– By Steve Robins

ProductCamp Boston

Practical Advice on Building a Solution Marketing Strategy

Session abstract: What is solution marketing strategy and how does it differ from product marketing strategy? Solutions go beyond product to solve business problems. During this session, you’ll learn how to assemble a compelling solution marketing strategy. We’ll look at segmentation, personas, competition, solution portfolios, the solution maturity model, and marketing strategies.

Thanks to everyone that attended the ProductCamp Boston session, Building a Winning Solution Marketing Strategy.  Following is additional information. Continue reading

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Filed under Access, Information, Messaging, Overviews, SIVA - Elements of Solution Marketing, Solution Marketing, Solution Maturity Model, Solutions, Value