In our consulting practice, we define a company’s market traction by its ability to get paying customers who love their product and recommend it to others. Arriving at this place means a company has done a lot of things right: They’ve defined their target market clearly and identified their ideal customer, thus providing a focal [...]

Tags: clean technology, LinkedIn, marketing, marketing strategy, positioning, sales

The term “value proposition” is widely used by businesspeople, entrepreneurs, investors, marketers and salespeople. But I find that, as with much marketing lingo, there is often confusion about its meaning. What is a value proposition? Why do you need one? How do you construct a good one? A value proposition is a brief statement that [...]

Tags: clean technology marketing strategy, go to market strategy, Green Marketing, positioning