Hank Barnes

A member of the Gartner Blog Network

Entries Tagged as 'messaging'


The First Corporate Selfies?

by Hank Barnes  |  July 29, 2014  |  Comments Off

I am not a fan of selfies, at least for myself.   I have no huge problem with others who enjoy taking and sharing them, but it just feels a bit narcissistic to me. But then again, I don’t enjoy getting my picture taken in general (For this post, I asked my daughter for a [...]

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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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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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Wasted Words – Why Marketing Content Longer than 3 to 5 Items Does Not Work

by Hank Barnes  |  April 15, 2014  |  4 Comments

I’ve long been a believer in simplifying your story and finding the 2 or 3 things that matter most, emphasizing those and leaving the rest for more interactive discussions (e.g. when responding to questions from your prospect).   When I bring this up, most people generally agree that it is a good thing, but I [...]

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The Impact of Market Stage on Messaging

by Hank Barnes  |  March 11, 2014  |  Comments Off

My latest few posts have talked about models for market adoption, with a particular focus on disruptive products.   Whether you have a disruptive product or not, understanding the general stage of the market should be a key consideration in your messaging strategy. At a most basic level, just being in a market should give [...]

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Scenario Based Web Site Reviews

by Hank Barnes  |  January 21, 2014  |  Comments Off

Whenever I spend time reviewing the messaging of one of our provider clients, they often ask about how to review their Web site.    While lots of methodologies and approaches exist, my own preference is to use a Scenario based approach. Why?  It puts everything into the context of a visitor/buyer goal. You can ask [...]

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Perseverance Pays When Selling New Ideas

by Hank Barnes  |  December 31, 2013  |  4 Comments

One of the biggest challenges for a start-up technology firm that is introducing an innovation that changes the status quo is gaining early success.   Without any brand recognition, buyers are skeptical.   This is frustrating. Geoffrey Moore recently linked to a video he has used in the past to illustrate the scenario for startups [...]

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Buying, Selling, and Telling – The Best of the Year

by Hank Barnes  |  December 23, 2013  |  Comments Off

As my first year at Gartner comes to an end, I wanted to reflect on the key themes that dominated my blog, my research, and client inquiries. Three things really rise to the top. 1.  Messaging and Positioning – The bulk of my inquiries and two of my research notes focused on helping clients deal [...]

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The Great Blueness in Technology Marketing

by Hank Barnes  |  December 10, 2013  |  1 Comment

When my kids were young, one of our favorite stories was “The Great Blueness and Other Predicaments” by Arnold Lobel.  It told the story of a town that all one color and a wizard who created other colors to try and change the towns fortune.  Only when he allowed things to be different colors did [...]

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Inspiration from Moments, Laundry, and Everything

by Hank Barnes  |  November 19, 2013  |  Comments Off

I just watched the Gartner Events On Demand broadcast of the opening keynote  from our Symposium in Orlando.  I highly recommend it to anyone looking for ideas and inspiration for the future of technology.  The biggest highlight for me was most of the segment was not about technology—it was about the outcomes that technology can [...]

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