There are two key ways to differentiate yourself to grow in a crowded market: 1) refine your target market definition, and 2) improve your positioning. To read more about how to ‘change the glass’ see Sharpen Your Target Market to Build a Better Demand Generation Machine and How To Grow In A Crowded Market.

I like to illustrate this with my take on an old joke: “While the optimist and pessimist argue whether a glass is half full or half empty, the marketer changes the glass.” So stop worrying whether the glass is half full or half empty and get to work redefining your glass!


The Marketer Changes the Glass


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