On Value Communication

The art of differentiation and communicating meaningful value

Instead of solving the first problem, solve the real problem

Value Inspiration

There hasn’t a week gone by the past months where I didn’t have a lively discussion with my customers about ‘what’s the real problem you think you are solving’. You might think ‘so what?!’ but believe me – getting this 100% clear makes our lives in marketing, sales and product…


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The magic that unlocks by becoming resourceful

Value Inspiration

It’s the time of the year again where budgets are made – and that’s always a moment to ‘ask for more’. We go by the assumption that the business needs to grow, therefor our teams needs to grow. It’s what I experienced many times in the annual budget process at…


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How clear positioning makes everything easier

Value Inspiration

Positioning: Why do we complicate things so much? Why do we talk ‘around’ the issues so often? There’s so much noise. And it appears we don’t even realize it – software companies of all sizes and maturity, from bootstrapped startups to big-brand-multi-nationals – we all seem to step into the…


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Why you should drop 80% of the companies you ‘target’

Actionable segmentation

Back in 2005 we decided to reposition our flagship product. I was globally responsible for product marketing and product management back then. I realized that too often our prospect simply didn’t get what we thought was so obvious. It just took too much effort and time to get the ‘wow!’…


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When customers become fans, the dynamic shifts

Product Strategy

A couple of weeks ago I received the new book by Pat Flynn: Superfans. A book dear to my heart, for a range of reasons. I dedicated a full chapter to this topic in my upcoming book since I believe creating fans, not customers, is a core trait of a…


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Why do once remarkable companies so often lose their edge?

Business Strategy

The fascinating thing about entrepreneurship is the drive and passion by which the business often starts. You have identified a large-scale problem in the market that’s highly valuable to fix – and you got the confidence your approach to solve it will exceed expectations. You launch, get traction with your…


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