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Element 26. Strategy to Penetrate Market > Score Elevation Tactics

Score Elevation Tactics

Think of ways that will make the advent of your product easier, quicker, and more irreversible. Can you create a surprise that catches the market flatfooted while you quickly reach critical mass? Can you obliterate the barriers to entry that confront you and your product? Can you partner in such a way as to position yourself for certain success? Can you piggyback your product into a market-penetrating position? Can you exploit or create some extraordinary advertising or promotion opportunity? Can you lock up a long-term relationship with sufficient charter customers or commitments to ensure critical mass? Could you receive sufficient letters of credit behind a critical mass of long-term sales, all conditioned upon delivery?

Dr. Market’s Observation:

Actually, Dr. Market has two observations here: 1. Many of the tactics we use serve many masters—for example, written contracts from prospective customers up front breathe life into many of the elements and suggest that businesses can bloom almost immediately if you can lock in a customer or two. 2. There should be an enduring sense of urgency in every launch. Whenever you can move instantly to capture a moment, a deal, an opportunity, or a contract, move immediately and do not wait until tomorrow. Move, move, move, move...



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