Position Your Customers, Not Just Your Products.

By Paul Wiefels, managing director & co-founder of Chasm Group, LLC   In the many articles we read about the art of¬†positioning, most eventually end up focused on product or company attributes, benefits, and differentiators. None more so than in the world of B2B technology. While important, far fewer of these conversations center on customers… Continue reading Position Your Customers, Not Just Your Products.