Marketing doctor – heal thyself.
Defining the identity of a startup
Judy Shapiro , Editor | Jul 1, 2013
Topic category: Marketing
FROM: Eden

The irony of a marketing startup not able to define itself in 5 words is not lost on me.

And yet, over the last 18 months, I have shifted and shuffled between positioning in an attempt to squeeze my odd fitting venture into the very specific contour of a tech startup. I tried to conform to the tech heavy language of the venture world; dominantly using buzz-y tech phrases like big data, algorithms or platform with flourish.  In the process, I sometimes lost touch with the essence of what our venture is about.

But with positioning iteration, we learned more about what we will are and what we are not.

And just like Dorothy in the Wizard of Oz who finally realizes, “there’s no place like home … And I am never ever gonna leave here again.” That about sums it up.   

Tags: elevator pitch, startup, venture, marketing, funding, business plan
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