start-up
-
When People Don’t Act on Logic But on Identity.
•
2 min read
The Norwegian Red Cross had a serious problem. Blood banks were critically low. They needed thousands of new donors, fast. The obvious move would have been to email previous donors. Remind them. Educate them. Appeal to reason. They did none of that. Instead, they leaned into something far more powerful. Identity. Football fans often say
-
Lead Decisions. Don’t Wait for Them.
•
2 min read
Yes, waiting for a buyer to decide, feels polite. It also quietly shifts responsibility away from you. The main idea is: Do not present options. Present recommendations! Options feel safe because they avoid commitment. Here are three paths. Here are the pros and cons. Let us know what you think. The problem is that buyers
-
For a long time, I thought giving good feedback meant being honest as quickly as possible. When my wife finished a painting and asked, with genuine excitement, what I thought, my instinct kicked in. I would go straight to improvement. Colour balance. Composition. What could be stronger. What I would tweak. None of it was
-
Luck feels good when it works. Right? A post takes off. A campaign lands. A lead appears from nowhere. It is tempting to believe momentum has arrived. It has not. You just caught a wave. Marketing without a process produces stories, not systems. It creates spikes instead of signals. When results dip, nobody knows why.
-
Everyone claims “better work”. Everyone has slides to prove it. My opinion? You are replaceable. As long as your product is defined by what it does, you live in a crowded category. Features can be compared. Capabilities can be matched. Roadmaps can be mirrored. Buyers can always find something similar for less or bundle it
-
Visibility Is Not Reach. It Is Recall and Timing
•
2 min read
People do not buy solutions. They buy relief. And people can’t buy from you if they don’t remember you at the exact moment they need you. The mistake is trying to talk about everything. Features. Use cases. Industries. Vision. The result is noise. Familiarity never forms because there is nothing specific to remember. Recall is
-
We once spent £XX,000 sponsoring a virtual cybersecurity summit. The result? A spreadsheet of four hundred “leads” 90% of whom never opened our follow up emails. That was the wake up call. Since then, we refined our approach to virtual shows, focusing on what actually creates engagement and qualified conversations, not vanity numbers. The first
-
A solution only moves when it can be explained in the language people are accountable for. Architecture diagrams do not close deals. Outcomes do! Conversion is the first translation test. The question is simple. What changes the moment someone adopts your solution? What friction disappears? What action becomes easier? If that cannot be explained without
-
Technical marketing sits in an uncomfortable but powerful middle. You translate between people who build and people who buy. When that translation fails, great products stall. When it works, average products move faster than they should. >The first essential skill is sense making. Technical marketers are not encyclopedias. We/They are filters. Our job is to
-
Cybersecurity SaaS
•
3 min read
Here I am going to try something new for myself. A cybersecurity SaaS product can be sold to enterprises and SMBs at the same time. The theory is easy. The hard part is reality. Because, enterprise buyers are already lined up, already sceptical, already comparing you to vendors ten times our size. They do not