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Negatives->Positives

Worldview/Perspective

Examples

Lessons Learned

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So what do you have to say?

Markets are Conversations

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How do you see the world?

Who else sees things the way I do?

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More Cluetrain

Companies attempting to position themselves should take a position.

Optimally it should relate to something the market actually cares about.

Bombastic boasts do not = a position

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Before:Power running / Brute forcePass as a surprise

Change the Game

After:Short passing / SkillRun as a surprise

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Example

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What is important? Ease of Expression!

Another Example

Negatives:Too ShortNot PrivateCan’t ScaleNot a Business

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NeutronC

Software Product

A tool for deployment of ANSI C software

Converts C-code to a new executable

Each instruction is 10x slower (!?)

25% in size

Size Matters!

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NeutronC

Position- Big value in compact code with controlled performance penalty

Embedded world - extreme cost sensitivity

Applications profiled20% of code untouched80% of code compacted

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Visual Thinking

A Different Example

Expressive Language Disability

Severe Articulation Delays

Presents as a “Person of Limited Intelligence”

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Lessons Learned

Decide what you think is important

Problems that need solving

Where things are going

Show how your product reflects your beliefs

Now and in the future

Ask your customers to come along for the ride

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Get in the Picture

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