On this week’s episode of The SaaS Brand Strategy Show, we dissect the debate between business strategy legends Andy Raskin and Christopher Lochhead. Though framed in different ways, there’s an escalating focus on the story businesses use to tell and sell the market. With all our respect to these luminaries that have blazed the trail before us, we dive into their points of view, and ask the question—where is all this language coming from, in the messaging and positioning space? Do these points of view reflect different approaches to the same goal? Semantics or substance?
On this week’s episode of The SaaS Brand Strategy Show, we dissect the debate between business strategy legends Andy Raskin and Christopher Lochhead. Though framed in different ways, there’s an escalating focus on the story businesses use to tell and sell the market.
With all our respect to these luminaries that have blazed the trail before us, we dive into their points of view, and ask the question—where is all this language coming from, in the messaging and positioning space? Is anyone more or less right than anyone else? Do these points of view reflect different approaches to the same goal? Semantics or substance?
We talk about Strategic Narratives, Points of View, Category Design, and Brand Strategy… and the deeper need all this language appears to be pointing at, particularly in the SaaS market.
Ultimately, the most valuable real estate is not a crowded marketplace, but the uncharted territory just beyond its boundaries. True innovation doesn't compete within existing categories—it renders them irrelevant.
Read More →Too often, startups treat design as the goal rather than a means to a more meaningful end. Design isn’t just decoration; it’s a tool to amplify emotion. Absent emotion it's an empty vessel, the proverbial lipstick on a pig. And now that design is table stakes for startups, its commodified. If your brand and product don't stir emotion, you risk being forgotten as soon as the next better-looking competitor shows up.
Read More →Schedule an in-person clinic on DRMG's Category Strategy.
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