Hank Barnes

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Entries Categorized as 'Go to Market'

Great Positioning Requires Giving Something Up – Or Does It?

by Hank Barnes  |  July 22, 2014  |  Submit a Comment

This week, I was talking with a client about positioning and segmentation.  They have a product that operates in a well established traditional market, but are introducing some very cool and innovative visualization capabilities.   It is yet another example of the consumerization of IT as visual tools that we see in clothing e-commerce sites [...]

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Navigating the Hype to Mainstream Success

by Hank Barnes  |  July 14, 2014  |  Submit a Comment

It is almost Hype Cycle season again.  As most of you probably know, Gartner publishes Hype Cycles for many categories every year.  This year’s reports are starting to trickle out, with the majority of them becoming available in August.    Hype Cycles are written for technology buyers to help them understand the hype, and maturity, [...]

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Impact – The Often Forgotten Element of Messaging

by Hank Barnes  |  July 8, 2014  |  1 Comment

At Gartner, and pretty much everywhere else you look, the advice is consistent for tech providers–focus on the business outcomes of your product or service to build buyer interest.   That mantra has been a focus of many of  my other posts, including ones on the importance of telling why and on the lousy state [...]

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What Having Bells Palsy Taught Me About Faults

by Hank Barnes  |  July 1, 2014  |  3 Comments

Exactly three weeks ago, I woke up  with my face feeling very, very strange.    I had had some ear pain two nights before followed by a watery eye and some tiredness–I thought I was coming down with a cold.  But the morning everything was different.  I could not drink from a soda bottle unless [...]


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Assumptions Are Only Bad if We Don’t Prove (or Disprove) Them

by Hank Barnes  |  June 24, 2014  |  Submit a Comment

Maybe it is just me. Most of us have heard the phrase “If you assume, you make an *** out of U and Me.”   Hearing that over and over has left me with a bad opinion of the idea of assumptions.  Whenever I see the word, my initial reaction is negativity.   After spending [...]

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Why We Don’t Tell Why

by Hank Barnes  |  June 17, 2014  |  2 Comments

A while back, I wrote a post on “The Power of Why“.  It was a reminder that we can’t take for granted that both parties in a conversation, or other interaction, have the same understanding of a statement, request, or instruction. And while it is generally agreed that explaining why is important.  We often forget [...]


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Does Simplicity Make a Good Brand Promise?

by Hank Barnes  |  June 10, 2014  |  Comments Off

Simplicity was a hot topic last week.  SAP emphasized it in their new theme, andwhat is effectively a brand promise, of “Run Simple”.   For a company with the brand perceptions of SAP, is this the right move? I’m not sure. I agree 100% that making things simpler is a great strategy.  I also agree [...]

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Radical Authenticity – Its Time Has Come (But Timing Counts)

by Hank Barnes  |  June 3, 2014  |  2 Comments

A few years back, I had the opportunity to work with Nick Morgan on telling Adobe’s story for the opportunity we were pursuing around Customer Experience Management.  Nick’s combination of practical experience, sage advice, and creativity created an instant connection between us.  As a result, I downloaded the digital edition of his new book,  Power [...]


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Imperfect Analysis Is Normal

by Hank Barnes  |  May 27, 2014  |  1 Comment

I was on vacation this weekend, spending some time in Maine at a wedding.  After spending last week at Gartner Customer 360, I’ve had less time than normal to scan my feeds for interesting articles to share.  When not traveling, I try to do this everyday–if you follow me on twitter (@Barnes_Hank), you are pretty [...]

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The Art of the Analyst Briefing (How to Engage and Reduce Skepticism)

by Hank Barnes  |  May 20, 2014  |  4 Comments

For technology firms, analyst briefings remain an important part of the communications and PR/AR strategy.  Keeping your key analysts–the ones that advise your customers– up to date on your company and products is not really an optional effort. I get briefed quite a bit in my role at Gartner (but not as much as other [...]


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