Apple’s Vision Pro $600m failure shows the importance of market orientation
(My new column is out in The Drum.) Apple’s Vision Pro $600m failure shows the importance of market orientation Apple just learned a $600m lesson in how companies can be too product-oriented and not market-oriented enough. That is how much revenue the company will...Good vs. Bad Marketing Objectives
In the B2B software industry, the higher-ups will create marketing objectives based on website traffic and free trial conversion rates. Then, they assume correlations so that an X% increase in traffic will result in Y% increase in sales. In this mindset, it always...How to Cross the Chasm in Marketing
To borrow the title of Geoffrey Moore’s famous book, what is the best way to “cross the chasm”? Eliminate the chasm. So many early-stage B2B startups focus on the “low-hanging fruit.” It seems logical because they need to show rapid...Market Segment vs Marketing Persona vs Ideal Customer Profile (ICP)
An “ideal customer profile (ICP)” can work at the beginning of a B2B tech startup. It gets quick wins and early revenue. But it’s not enough for the long-term. Generally, startups will try to sell to different types of companies and then see where...Announcing My Keynotes for 2024
The speaking business events world has returned! For 2024, I am mainly giving talks on these themes. You can click on the name of a talk for more details. Interested in an appearance? Visit my speaking page and drop me a line! Or feel free to recommend me to event...
I Speak
“Someday, I’ll get to see Samuel Scott speak live. For now, the transcript and slides will do. Great material as always.”
— Blaise D’Sylva, VP Media at Dr Pepper Snapple Group