Rules of Thumb and The 3 Laws of Marketing Physics How To Avoid Dishonorable Failures Nils Davis ([email protected] , @nilsie) SV Product Camp 2014
Dec 03, 2014
Rules of Thumb and The 3 Laws of Marketing PhysicsHow To Avoid Dishonorable Failures
Nils Davis ([email protected], @nilsie)
SV Product Camp 2014
Not To Be Judge-y, But…• There are honorable failures• Product is good, but competitor is
better• Product is valuable, but couldn’t
scale the company• And so on…
• And dishonorable failures• No one wanted the product!• “Solution in search of a problem”
How Do You Avoid Dishonorable Failure?
• Rules of Thumb
• Laws of Marketing Physics
PM Rules of Thumb• 10x better on an important
dimension• Example: NetIQ• Counter example: Leap Motion
• Connects to previous and succeeding processes• Example: Photoshop
• It works
• Product must meet all of these
What Are Your Rules of Thumb?
Laws of Marketing Physics• Overt Benefit• If you can’t articulate this, big red flag
• Dramatic Difference• Versus as-is situation• (You also need differentiators from
competitors)
• Real Reason To Believe• Social proof• Evaluations
• (From Jumpstarting Your Business Brain, by Doug Hall)
Value Proposition
• From Crossing The Chasm, by Geoffrey Moore
• For <segment>, product is a <category> with <benefits>. Unlike competitors, it has <differentiators>.