High Tech Marketing/Business Model Boot Camp: Stepping up to the Microphone (Part 6 of 6)
Can you imagine what it would be like to charge 20-200% more than your competitor and own market category dominance? This final part of the Boot Camp series focuses on ways your organization can increase its economic power.
Success isn't an equation that looks like this:
Great Product + Advertising + Price Point + Distribution = Success
If only it were that easy. Instead, it's about building on the foundation of a solid business strategy combined with a good go-to-market plan, then adding the ability to connect people and ideas.
To have an enduring company, one that is worth more than the sum total of its parts, you need to create a community of passionate users who so want what you have that they no longer shop around. Their trust, preference for your brand, and belief in your product lines is so strong that they desire to buy only from you.
The key is this. People, consumers, respond with their heart and their head. Given how much Silicon Valley messaging focuses on speeds and feeds, it's relatively easy to understand why technology marketing is less than effective.
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Nilofer Merchant is the CEO of Rubicon Consulting (www.rubiconconsulting.com), a strategy and marketing consultancy based in Silicon Valley that solves complex business challenges for high-tech companies.
