In-market – if your industry is half-way through its lifecycle, there may be a lot of buyers who don’t realize there is a category out there for their problem. Or, they don’t see the painful issues they are dealing with in their business as related to the industry. Or, they think they need to build their own homegrown solution to the problem. In short, they may have the problem, but the short-hand is not helping them connect to the industry/category, let alone to your approach to solving the problem. You need to be able to build a problem elevator that connects what they are experiencing to the solution you provide. Take to the basics, build bottom-up from the problem and their experience rather than category down through your feature differences.
Posts Tagged ‘in-market’
Part 2 – What is the difference between “In-market buyers” and for “buyers with a problem that is yet to become a market”
February 8th, 20145 Leading Questions for Disruptively Innovative Companies
December 15th, 2013If you haven’t read my last post Innovators Dilemna http://www.socialgastronomy.com/?p=1939, this post is going to be a nice list of questions that are nice to think about in your spare time; between 9:02PM and 9:17pm on Sunday night after the kids go-to-bed and before your prep for the week.
If you have read that post, you will be coming to the conclusion that you need to fix buyer adoption NOW. Its not a nice to fix, but a must fix if we are going to monetize this amazing technology we created. You have come to the uncomfortable realization that nobody buys technology these days. They buy solutions to fix major problems that they cannot fix on their own. Must have purchases or die. You are NOT in the technology business, but in the MUST FIX OR DIE business. So, with that said, what are the 5 leading questions that you MUST FIX OR DIE for your Disruptively Innovative, but Complex business?
1. How do we find more opportunities? In-market would be nice if we ACTUALLY had a market yet, but we need a more effective way to scale finding more pre-market opportunities before our sales team runs out of people in their networks.
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