Marketing Vocabulary: What if we all say the same thing

I have judged technology competitions for years and have reviewed countless (alright, hundreds) of applications during that time. Almost all of them describe themselves as easy to use, fast to deploy, scalable and revolutionary in their utility. Some even tell you what they do. Too often the positioning and description are abstract [...]

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Relevant Differentiation vs. Best Available

A number of years ago, I worked for an enterprise software vendor that offered an outstanding product – a product that we were convinced was the best available in its’ sector. Enterprise software evaluations frequently involve consultants, RFP’s, multiple rounds of meetings, site visits and detailed demonstrations. This evaluation was no different, however [...]

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