A big fish...

...in a small pond.

One of the better competitive strategies is to "be where they ain't." Instead of being the small fish in a big pond, be a big fish in a small pond.

This week, the Kindle version of my ebook, The Strategic Role of Product Management, reached #3 on Amazon's bestseller list for high-tech products. (Yay me!!)

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I talked with a company this week that is focused on beating the big guys at their own game. But their product doesn't have all the features necessary to compete and their only option seems to be to offer fewer features for a lot less money. In the big boy game, only the #1 or #2 vendor makes any money.

What's your competitive strategy? Is it "out-spend the leader in development and marketing"? (good luck with that!) Or are you focusing on a market segment that values your unique selling proposition?

Are you taking on the big guys? Or are you a big fish in a small pond? 

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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