Differentiate without flushing.
In addition to the tragic human toll, the pandemic has killed off a lot of businesses. As a result, the average strength of those left...
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Hamish Mackenzie
- 2 min
3 Inexpensive Innovation Ideas
Most organizations seem to believe innovation is all about disrupting business models, adding new features to products, or launching a...
Hamish Mackenzie
- 1 min
Where are you now?
When it comes to repositioning your biotech business, you need a thorough understanding of where you are now, and the new position you...
Hamish Mackenzie
- 1 min
Simple, not easy.
It's biotech positioning week! This is the first in a series of excerpts from my forthcoming ebook: "Biotech Positioning for Growth &...
Hamish Mackenzie
- 1 min
Positioned to Sell
Sales is still a dirty word for many people. Perhaps that’s not surprising, when you realize how many people are still doing it badly –...
Hamish Mackenzie
- 1 min
The value proposition is dead.
It’s disturbing that so many businesses still think they need a value proposition. Or, for that matter, a sales pitch. It’s 2020. Buyers...
Hamish Mackenzie
- 1 min
How's your pipeline looking?
What I learned from Alan Weiss about maintaining my business pipeline is relevant for any sales organization: 1) Make sure the flow is...
Hamish Mackenzie
- 1 min
To be No.1, don't be the best
Being number one in your market is rarely, if ever, about having the best product. The iPod wasn’t the world’s best portable digital...
Hamish Mackenzie
- 4 min
Establishing a Growth Position in Biotech.
It's hardly surprising that Biotech company founders love the science behind their product or service. Unfortunately, this passion often...
Hamish Mackenzie
- 2 min
Complaining is not competing
In the classic marketing book “Positioning” by Al Ries and Jack Trout, the authors tell a story about how the Michelin Guide I talked...
Hamish Mackenzie
- 1 min
What's with the attitude?
Yes, you need to understand your customer. But here’s a news flash: Survey respondents tell lies. Worse still, some of them think they’re...
Hamish Mackenzie
- 1 min
The power of targeting.
A few weeks ago, I was helping a sales manager try out account-based marketing for the first time. There was a particular prospect he had...
Hamish Mackenzie
- 1 min
The first rule of positioning.
The approach most businesses take to positioning is to think about where they fit in the market. That's fine as a sanity check later, but...
Hamish Mackenzie
- 2 min
Perspective.
If there’s one thing most of the small and medium-sized businesses I work with have in common, it’s this: the struggle to differentiate....
Hamish Mackenzie
- 1 min
Your values suck.
Many companies claim to have built their business around a few core values. Unfortunately, 99% of the time they’re the same: integrity,...
Hamish Mackenzie
- 1 min
Without a trace
While on holiday on the French Atlantic coast this summer, I became obsessed with how sand and feet interact completely differently,...
Hamish Mackenzie
- 2 min
Dumb data.
Why purchases are still about people. OK, I get it. The future of sales belongs to AI and algorithms, and data geekery is helping...
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