Tag Archives: Steve Robins

Netflix: It’s the Customer, Stupid, Part I

By Steve Robins

Netflix loses sight of their most important asset: the subscriber

If you’ve read The Solution Marketing Blog for a while, you know that business (or consumer) problems tend to remain fairly constant while the technologies and solutions to those problems tend to advance at a more rapid pace.  That’s one reason why most problems have multiple solutions.  And it’s why dominating a market today does not guarantee dominance forever.  Just ask General Cinema (General Who?) or Blockbuster or, well, you get the point.

So, if you’re a savvy solution marketer, you realize that today’s hot technology or medium will eventually be replaced by another. Continue reading

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Filed under Case Studies, Solution Marketing

Icebergs & Solution Launches

By Steve Robins

It’s what lurks below that drives solution launch success

Icebergs:  pretty, grand, glistening in the afternoon sun.  The stuff of movies.  And even disasters like the sinking of the Titanic.

And yes, these icy wonders share more than a few traits with solution launches.

The process of launching a new solution is much like an iceberg.  The most important trait?  Just like an iceberg, you see only 10% of the effort above water.  Up top and above the water, everything looks shiny and crisp.  Pretty even.  But just like an iceberg, a launch’s success is based on the 90% of effort, the foundation below the surface — the planning and preparation that sit well below the surface, invisible to the public and to many of your colleagues.  Oh, and yes, just like an iceberg, a bad launch can, well, sink a ship.  Yikes.

Let me explain.    Continue reading

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Filed under SEVA - Elements of Solution Marketing, SIVA - Elements of Solution Marketing, Software marketing, Solution, The Solution Marketing Blog

It’s About Content Consumption

– By Steve Robins

R.I.P. The Flip

Earlier today, Cisco shut down the Flip Video division.  How a product could go from must-have to shut-down in 4 years is incredible.  Surely, it has something to do with the fact that Cisco is not a consumer products company – that’s just not in their DNA: they don’t have the expertise, understanding or willingness to run a division as a consumer products division.

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Filed under Case Studies, ProductCamp Boston, Solution Marketing

Content Marketing: 5 Things You Should Know

– By Steve Robins

Jon Kranz Speaks at BPMA

Content marketing is a core part of the educate and engage phase of the SIVA or SEVA model.

5 Things You Should Know - The Solution Marketing Blog

Last Thursday, I had the opportunity to hear Jon Kranz present at BPMA (Boston Product Management Association) Content Marketing.  I’ve heard Jonathan present before and once again, he didn’t disappoint, adding new insight to content marketing (i.e., marketing using content).  I recommend two of his eBooks, the eBook eBook (seriously) and The Content Marketing Playbook (coauthored).  If you’re a solution marketer, sooner or later you’re going to need to use content marketing.  Here are 5 things that you need to know about content marketing:   Continue reading

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Filed under Access, Access, Content Marketing, Content Marketing, Education and Engagement, Information, SEVA - Elements of Solution Marketing, SIVA - Elements of Solution Marketing, Social Media, Social Media

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