Hank Barnes

A member of the Gartner Blog Network

Entries Tagged as 'positioning'


Getting over Marketing’s Inferiority Complex

by Hank Barnes  |  March 25, 2014  |  2 Comments

Last week, I saw a blog post that brought back memories of a conversation, actually an argument, from years ago with my sister.   Beth, my sister, has spent basically here entire adult life in college.  Either as a student or professor.   She currently teaches at the University of Kentucky, covering topics like advertising, [...]

2 Comments »

Category: Go to Market     Tags: , , ,

Products, Markets, and Crossing the Chasm

by Hank Barnes  |  February 25, 2014  |  1 Comment

I have long been a fan of Geoffrey Moore.  His ideas are thoughtful,  yet simple to understand and apply.   Like most people, I have long been a fan of Crossing the Chasm, which many people still tout as the high tech marketing bible.   I use his original ideas on positioning of technology products, with a [...]

1 Comment »

Category: Go to Market     Tags: , , , , ,

Link Themes to Increase Memorability

by Hank Barnes  |  February 4, 2014  |  1 Comment

A short post this week, building on ideas of storytelling and differentiation. Imagine that you have something totally new and different for the market.  You go out and talk about this wonderful innovation, but even the people who are initially interested seem to forget about you and your product.  Why does that happen? One big [...]

1 Comment »

Category: Go to Market     Tags: , , ,

Jumping on the Bandwagon

by Hank Barnes  |  January 7, 2014  |  3 Comments

Last night, we experienced the end of the college football bowl season and the NFL playoffs are now in full swing.  For some football fans, this is the time when they jump on the bandwagon of their local team, proclaiming their die-hard support (support that will continue until their next losing streak).   While cynics [...]

3 Comments »

Category: Go to Market     Tags: , , ,

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 [...]

Comments Off

Category: Future of Sales Go to Market     Tags: , , , ,

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 [...]

1 Comment »

Category: Go to Market     Tags: , ,

End the Blame Game (Between Marketing and Sales)

by Hank Barnes  |  September 10, 2013  |  1 Comment

My last post focused on the need for sales to step up to meet the needs of more demanding buyers.   While that is critical, the onus is not just on sales–it is on the whole organization.  And marketing bears a strong portion of that responsibility. I am getting tired of hearing about the continued rift [...]

1 Comment »

Category: Future of Sales Go to Market     Tags: , , , , , ,

Is Your Brand Perception a Boat Anchor for Future Innovations?

by Hank Barnes  |  August 14, 2013  |  Comments Off

I am starting to wonder if the dominant strategy for technology companies–a unified brand around the company with less emphasis on product specific brandning–is the right one.   I’d love to hear your thoughts on this and your interest in Gartner possibly digging deeper into this topic.     Here is what is driving my thinking. For [...]

Comments Off

Category: Future of Sales Go to Market     Tags: , ,

Choose Your Competition Wisely

by Hank Barnes  |  June 5, 2013  |  1 Comment

Every tech provider (despite the protests I hear regularly from clients that “we don’t have any competitors”), competes with somebody or some thing.  If you have no competition, then you likely have no real market.   The most basic form of competition is status quo–the way people do things without your product. While you can’t choose [...]

1 Comment »

Category: Go to Market     Tags: , ,

Differentiation Diseases

by Hank Barnes  |  February 19, 2013  |  1 Comment

I am currently working on some research for technology vendors around differentiation and positioning.  The note should publish soon, but the process has served as a stark reminder of just how hard differentiation is today. While the amount of competition is a big factor,  the saying “we have met the enemy, and they are us” [...]

1 Comment »

Category: Go to Market     Tags: ,