by Tom | Oct 15, 2019 | Blog, Insights, Positioning, Product Messaging
How to simplify your B2B product messaging How do you simplify complex technology, so anyone can understand it? You may think it’s about dumbing down your technology so a 4th grader could grasp it. Or finding the perfect 3 words that sum up everything. You can spend...
by Tom | Sep 15, 2019 | Blog, Brand Messaging, Insights, Messaging Strategy
Does simplifying your tech feel scary? I work with tech founders launching brilliant products into the world. They all struggle with one thing: simplifying tech messaging. We all know simple is better. Apple effectively taught that to the entire world through their...
by Tom | Aug 15, 2019 | Blog, Brand Messaging, Exercises, Insights, Messaging Strategy
Simple tech messaging secret: The tech can wait I met a founder who told me prospects didn’t understand how his product could help their business until the third meeting, at best. Needless to say, he didn’t get to the third meeting very often. Most founders tell me...
by Tom | Jul 15, 2019 | Blog, Brand Messaging, Exercises, Insights
Storytelling mistakes to avoid: Good intentions holding back your startup story “Storytelling” may sound fluffy, but it’s a cunning tool for startups. We humans have been telling them since our knuckles dragged along the cave floor. Our brains are hardwired for them....
by Tom | Jun 15, 2019 | Blog, Insights, Positioning
Get your B2B startup positioning strategy right When you’re creating something new that didn’t exist before, it’s tough finding the right words for your startup positioning strategy. If you’re a founder of an innovative product or business, you’ve probably explained...
by Tom | May 15, 2019 | Blog, Brand Messaging, Insights, Messaging Strategy, Positioning
Scrap the pitch deck template I recently met a founder who was tearing his hair out after a string of unsuccessful meetings with investors. For privacy, I’ll call him Jim. “They’re not getting it,” he told me. “The opportunity is so [bleep]-ing obvious and I can’t...