We are a startup accelerator
We provide marketing consulting to new ventures, turning great ideas into successful companies.
Contact us
Categories
- Anticipate (2)
- Case studies (1)
- Communicate (21)
- Competition (2)
- Create (13)
- Exit strategy (2)
- Funding (6)
- Jobposting (1)
- Standing out (15)
- Startups (19)
Monday, July 21st, 2008
The path less travelled by
in: Communicate, Create, Standing out, Startups
What can a bookstore teach Canadians about positioning their companies? Marketing is increasingly about attention, and less about product. Most competent people can build a competent product or service. But in today’s world of instant attention, it’s often more about how to succeed in the market than how to get the product right. I had lunch a couple of weeks ago with Robin Axon, formerly of VenturesWest (and candidate for the coolest cyborg name of a VC ever.) We were chatting, as often happens among Canadian entrepreneurs, about The Canadian Ailment. Despite tremendous competence in product design, we never seem to make it North of the Border in the same way the US does. Even US bookstores, apparently, know this instinctively. But more on that later; back to Robin. He had a pretty clear theory about what ails us, which I’ll paraphrase (badly) here: Canadians try to succeed with a product, but Americans succeed with a market strategy.
View Comments