In this punchy rulebook, Ries and Trout lay out 22 fundamental marketing principles—from the power of being first, to the dangers of brand extension. This article reviews each law’s strategic relevance, critiques the rigid tone of the book, and shows how to apply its timeless (if sometimes controversial) advice in a modern context.
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In the world of scaling a business, particularly in SaaS and cybersecurity, one of the biggest challenges is not just acquiring customers but acquiring the right customers. In a recent session, Richard Blundell, co-founder of Venture and a former executive at MessageLabs, shared hard-earned lessons from his experience scaling businesses, including MessageLabs’ remarkable journey from startup to a $695 million acquisition by Symantec.
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In sales and marketing, two concepts often come up when discussing customer targeting: the Ideal Customer Profile (ICP) and the Buyer Persona. While these terms are sometimes used interchangeably, they serve distinct purposes and focus on different aspects of your target audience. Understanding the difference between the two is crucial for aligning your marketing and sales efforts effectively.
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