On Value Communication

The art of differentiation and communicating meaningful value

‘A mission means it hasn’t been done yet.’

On my quest to uncover what makes business software companies remarkable, one thing that stands out is their ability to ‘create new possibilities.’ What they do doesn’t have to be original. Hardly anything is these days since innovation is often about combining different things we have become familiar with in…


Read More...

Who do you want your customer to become?

Product Innovation

In my quest to unpack what sets Remarkable Business Software companies apart from ‘the others’ this question plays a crucial role. All the cases that I have reviewed have a clear answer, and that’s what they market: The change i.e. the shift from where their customers are today, to where…


Read More...

The power of focusing on the benefit of the benefit

Value Proposition

As I have shared many times in previous blogs around messaging and creating compelling value propositions if you assess the essence of the messaging of many software vendors, it’s often cluttered, unclear, generic and as such doesn’t do anything with potential buyers. It falls flat. It’s like talking to deaf-man’s…


Read More...