Differentiate or Die: 3 Keys to Run Successful Positioning

10:06

After working with more than 400 B2B tech companies, Firebrick Partner Bob Wright has a strong point of view about positioning success. In this Q&A, Bob shares his experience on what it takes, including:

The biggest mistake tech companies make: why do so many positioning initiatives fail?
Why all successful positioning efforts begin with the CEO
When is the right time? Are there telltale symptoms when your positioning needs to change?

Also available in this series, Not for the faint of heart, Symptoms you have a positioning problem, Positioning vs. Branding: Clearing up the confusion, B2B Positioning, CEO or CMO agenda?, Is your positioning winning or losing?, Stop the geek speak, Setting the foundation for successful positioning, B2B Positioning with and agency or in-house, When positioning expires, and The best product rarely wins.