The Expert's Panel

Topic Discuss the use of customer�s positioning, using well known players and their people to position you in the industry.

The Experts Respond

Answer 1 � If you have champions inside a company that want and see what your product offers them, they are going to have a lot to do with the perception of other decision influencers and makers. Use them every time you can.
Answer 2 � If you have a new product and are going to the market with a Beta, how should you use it. This is a small industry and rule 1 is never give it to a company that starts with the letter �I� (Intel). They�ll kill it for you one way or the other. If they like it, they will want to kill it so that only they have it. If they don�t like it, they will tell all their friends. So be very careful where you position your Beta.
Answer 3 � That goes back to some previous points we discussed, always keep your Beta in house. That was one of Bob Graham�s cardinal rules. Control of your new product and product is vastly more important to you than being able to say someone is running it.