Thoughts on product management and product marketing...

mark stiving

Recent Blog Posts By mark stiving

Value Conversations in Pricing

May 18, 2017
Your company has defined and built a product. Your marketing team promotes it. Your sales team is looking for and persuading buyers to become customers. Ideally, this whole process runs smoothly because you started out by listening to the market. But much of the time this isn’t the case. Often companies build products because someone thought it was a good idea. By the way, it might have been a good idea. Regardless of how you got here, now you have a product and some people are buying it....

Should You Lower Your Price?

May 11, 2017
My first instinct is that you should not lower your price. Many companies want to lower price thinking they can win more market share. Rarely does this work out well. If you lower your price to win share, what will your competitor do? Probably lower price too. In the end, you won’t gain market share. Instead, you’ll simply reduce profits for both you and your competitor. Yet, sometimes it makes sense to lower price. When your competitor lowers their price you probably need to...

Can Price Be a Distinctive Competency?

May 4, 2017
A distinctive competency is something you are really good at and your competition isn’t. Think of this as a unique core competency that you have in the marketplace. It is possible to have more than one distinctive competency, but in my conversations with companies, it’s more common that companies haven’t found or created a distinctive competency. Distinctive competencies are rarely features. Product features are often copied quickly, but distinctive competencies persist for a long time. With...