So, You Want To Be a Market Leader?
Go ahead, ask Ken Rutsky the question. What does it take drive a market? To be a leader? And, in today's highly competitive and ever-shifting landscape, just how long can you stay on top?
To be fair, these are tough questions. And Rutsky knows it. The easy answer is that everyone wants to be a market leader. But, as Rutsky earnestly proclaims, some companies lead while others lag. The leaders. They focus on winning by articulating and connecting their unique value to their customers' world and context, while the others focus their communication on features, functions and benefits.
In his book, "Launching to Leading: How B2B Market Leaders Create Flashmobs, Marshal Parades, And Ignite Movements (a href="http://www.LaunchingToLeading.com">www.LaunchingToLeading.com)," Rutsky lays out the game plan for getting to the top (more and better leads, eliminating the quantity vs. quality trade-off, and improving key marketing and sales metrics).
For the past 20-plus years, the B2B marketing thought leader (www.KenRutsky.com) has worked in and around and with the sales, marketing and C-Suite communities. Today, his clients include the likes of FireEye, Nimsoft, and others.
Why is it important for brands to not employ a "follow the leader" strategy?
What are the barometers for creating the perfect niche?
Why is it important to view the marketplace from your customers' perspective?
How (and why) do brands miss the boat on this?
Define an example of a brand that hit the mark on this.