Great product, great promotion, and… great problems
Instigation: Applied Biosystems develops and manufactures the range of scientific instrumentation used by DNA researchers. One of their lower-priced devices to read DNA, the 2400, was used primarily in university…
Read More
If You Build It, They Will NOT Come… Until You Know Who “They” Are
Instigation: IBM has enjoyed a remarkable reputation, especially in mid-range computing, but were surprised to hit rough territory when they introduced a new office solution for physician practices. Expectations were…
Read More
Putting Insights to Work: Getting PROSPECTS to Sell Other Prospects
Instigation: While this software giant is dominant on the desktop, its offerings were still considered weaklings in vertical markets like healthcare. These industries have been dominated by established vertical competitors…
Read More
Shifting Focus from Products to PROSPECTS
Instigation: This ‘challenger’ mining company in Africa was up against major suppliers around the world. Their core product was a low-margin commodity, and they were losing economies of scale to…
Read More