Understand what drives people
A good marketer seeks to understand how we think as individuals, and how we behave in social settings. Gaining insights to why we do what we do is not only about uncovering unmet needs in our target market, but understanding what drives us to act (and buy). And ultimately determines how we create the right experiences around our brands.
Create a meaningful difference
Great products fulfil a need no-one else has a solution for. But we must also ask the question, do our products matter? And is the need we’re serving important enough to compel our clients to action? It’s not just about being different, but creating something that makes a meaningful difference.
Position for leadership
If you can’t be number 1, don't enter a market. Look for the opportunities to be first to market for something. The 2nd and 3rd comers to the markets do ok, but not nearly as well as the those who defined theand come first to mind when anyone thinks of that . This needn’t be a global domination thing, but can be achieved at the niche level as well. Don’t be a me-too.
Be bold, be original
Don’t be afraid to stand out. You won’t get noticed if you do exactly the same thing as your competitors. To create something truly original takes confidence because being different will attracts attention and/or skepticism from the mainstream. Be bold an lead the market, don't follow..
There's a lot of noise in the media today and it's easy to get distracted with what our competitors are doing, or what the press are saying your clients should be doing. Let the rest get sucked into the me-too dog fight whilst you stay focussed on your positioning strategy, remain confident about your path, and continue to build on your capabilities.
Focus on activities that deliver impact
It's easy to get bogged down with creating schmick logos, brochures, websites, and annual reports that might look good and make us feel better about ourselves, but actual doesn't push the business forward. Choose not to get busy doing stuff unless it’s related to deliver more value to your customers, or converting more sales.
Innovation as an ongoing process
Product marketing is not a job you can perform by completing a "10 point checklist" to deliver overnight results. Yes, there is always low-hanging fruit, but true value creation requires a longer term view. It’s a discovery process where you seek to uncover insights into your market, take action to implement ideas you believe will create impact, and measure results to get feedback. You then adjust and repeat the cycle again a few times before you start moving ahead of your competitors. This takes time. Time you need to spend with your customers - and hone your craft.
It's OK to start before you see the end
It’s not necessary to have a detailed blue-print of the end-product before you start a project. You can’t always see the best outcome at the beginning. Your blue-print is your vision and customer centric value proposition. The creative process is an opportunity to experiment with different prototypes, viewing them in-situ, testing and getting feedback from customers to deliver effective and pragmatic solutions.