At a recent trade show, I had a conversation with a company that had a terrific new product. They were new to the market, eager to make a name for themselves. Their product was unique, filled a niche and could draw excitement upon demonstration. They had everything going for them that any small business could hope for except for one thing: they had no confidence that they could afford to market in their category.
“We don’t have budgets like your other clients,” the product developer told me. “I don’t know how we could possibly compete on that level.”
Regarding his budget he was right; but competition in many markets today isn’t as black and white as it was a decade ago. The Internet, smart devices and the shift in how our culture absorbs content has leveled the playing field. The biggest differentiator today is not money — it’s time, commitment and branding.
Read more at Huffington Post