My old boss Steve Trygg (a great copywriter) used to talk about the role of marketing in business decision-making by breaking down every purchase decision into four steps — the four things buyers do before they buy…
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Fighting Inertia: the toughest competitor of them all.
Written by Doug Kessler |
Most B2B technology companies have a clear set of competitors they’re battling. But for some (usually early stage) tech companies, there are no other companies to fight: they’re inventing a market. The only competitor is the inertia of the target audience. At first glance, it sounds like a great position to be in. Never facing a head-to-head competitor. Being free from the never-ending features arms race. But in reality, these can be the toughest marketing challenges of them all…
