A Different Style

June 12, 2020

This is part of a weekly journal I'm keeping about my day job running marketing at Inntopia.

For most of my career, I’ve counted on an innovative product with good market fit for the basis of my marketing. All I had to do was catch my market’s attention with something else, gently make them aware of the main product, and it would sell itself.

That kind of marketing was what I’ve practiced for the better part of 15 years:

  • Solve part of their problem with valuable content.
  • Which generates goodwill and trust.
  • Tell the story of the main product well.
  • And you’ll grow…quickly.

Today, I’m in a slightly different boat.

Inntopia has a great platform, but the rest of the market is hustling on some really innovative stuff. Turns out, however, that these products also come with a few really bad flaws.

Flaws that in a normal year don’t mean much. But in a year like this? They’re huge.

Which means I’m finding myself learning a new approach to marketing. An approach that’s as much about positioning against our competitors’ weaknesses and flaws as it is about the value of our product and the problems we help our customers solve.

I’ll be honest. It’s not my first choice when it comes to marketing and I’m sure I’ll make some mistakes, but it’s a good one to learn.

More updates from my day job journal:
A Different Style
June 12, 2020
Tough Times
June 8, 2020
Complexity vs Disorganization
May 29, 2020
Fewer Things: Part II
May 24, 2020
Foot on the Gas
May 15, 2020
Smart, Simple Retargeting
May 8, 2020
Go Bigger
May 1, 2020
Zizzer-Zoof Seeds
April 24, 2020
A Simple Goal
April 17, 2020
Coming Together (Again)
April 11, 2020
Goggles for Docs
April 3, 2020
Pausing Work
March 27, 2020
Pausing Marketing
March 20, 2020
Come Together
March 13, 2020
Moving the Needle
March 6, 2020
Fewer Things, Done Better
February 28, 2020
Marketing / Product
February 21, 2020
February 15, 2020
Things I Don’t
February 7, 2020
Practice, Practice, Practice
January 31, 2020
January 24, 2020
Validating the Message
January 17, 2020
A Different Kind of Story
January 10, 2020
Autonomy & Strategy
January 3, 2020
A Big Year
December 31, 2019

Hi, I'm Gregg.

I'm a marketer, maker, and long walk taker.


By day I run marketing for resort CRM / ecommerce provider, Inntopia. After the kids go to bed my laptop is my workshop where I'm building an email marketing tracking platform called SendView.