Category design isn’t just a business strategy reserved for startups. Take a SaaS company called Narrative Science. They’ve spent nearly ten years playing in the “Natural Language Generation” space. While they’ve seen some solid success, some major plans on their product roadmap recently forced them to rethink how they were positioned. Now, Anna Schena, Director
What’s the most effective way to stand out in a crowded market? Having the “best” technology? Access to the biggest ad budget? Pulling off some amazing “growth hack?” Nope. It’s something deeper than that. It’s the foundation that underpins classics like Toy Story, The Terminator, and Hamlet. It’s how people like Elon Musk, Steve Jobs, and
The software demo started off like any other. A few slides about the company’s client list. Some stats on the number of employees they had, how quickly they’d grown. But as I listened to the pitch the rep gave about his company’s PR monitoring software, I started to feel pissed off. Later on, I tried
If you could describe the goal of B2B messaging in the simplest way possible, you might say that it’s to get the right message in front of the right audience, at the right time. Easy to say, tough to do. The most clever writing in the world won’t matter if it’s delivered at the wrong
What’s the difference between a good and a great B2B pitch deck? A good pitch deck clearly explains your product and what it does. It thoroughly illustrates product features, and it demonstrates how smart and credible your team is. It’s easy to build good B2B pitch decks. There’s just one problem with good pitch decks,
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