I offer three basic services:

• Positioning and messaging seminar – An overview of the core principles and techniques for positioning and messaging at the corporate, market, solution, and product levels. Contains numerous examples from technology markets and companies. Provides tools and templates that attendees can apply in their daily work. Designed for anyone whose duties include positioning and marketing products or services.

• Pre-launch positioning and messaging – A structured series of hands-on workshops intended for teams who are responsible for marketing a specific product or solution, or for developing business in a given market segment. Focuses on how to create positioning and messaging strategies for new products, services, and solutions, although it also can be applied when products/services need a “re-launch” or mid-life kicker. The results can be used directly in developing launch materials, sales training, and marketing communications.

• Positioning diagnostic – A focused activity designed to quickly identify the strengths and shortcomings in the positioning and messaging for existing products, services, and solutions. Also can be applied at the company, division or market level. Using proven tools and templates, it helps teams apply what they already know and identify what they still need to know. Produces concrete results that immediately can be applied toward meeting marketing and sales objectives.

(In cases where a custom solution is called for, I will work with you to design a project that will meet your unique needs.)

My services are intended for two types of clients: 1) companies or divisions of any size with a technology-based product, service or solution; and 2) venture-capital firms or other investors who want to help a technology company improve its marketing effectiveness.


My services will help at a variety of times and places. Among them are the following:

• Preparing to launch a new product or service
• Training for marketing staffs
• Marketing plan development
• Due diligence or investment analysis
• Marketing off-sites
• Competitive task forces
• New-business development teams
• Annual planning

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