For most of my career, I’ve counted on an innovative product with good market fit for the basis of my marketing. All I had to do was catch my market’s attention with something else, gently make them aware of the main product, and it would sell itself.

That kind of marketing was what I’ve practiced for the better part of 15 years:

• Solve part of their problem with valuable content.
• Which generates goodwill and trust.
• Tell the story of the main product well.
• And you’ll grow…quickly.

Today, I’m in a slightly different boat.

Inntopia has a great platform, but the rest of the market is hustling on some really innovative stuff. Turns out, however, that these products also come with a few really bad flaws.

Flaws that in a normal year don’t mean much. But in a year like this? They’re huge.

Which means I’m finding myself learning a new approach to marketing. An approach that’s as much about positioning against our competitors’ weaknesses and flaws as it is about the value of our product and the problems we help our customers solve.

I’ll be honest. It’s not my first choice when it comes to marketing and I’m sure I’ll make some mistakes, but it’s a good one to learn.

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