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Positioning for Value Proposition

3/23
4:30 pm — 6:00 pm
Monday, March 23, 2020
Virtual Event via Zoom

Update on COVID-19: The Harvard Innovation Labs has always been a hub for inventive thinking. All our programming and events will continue virtually. We will email Zoom information after you register.

Overview: Startups often struggle to develop the right value proposition to engage their target audiences, making it difficult to gain traction. Often they morph into inside-out, navel-gazing view of what the company wants to be, but with no relevance to its audience.

No matter how great the product, how dynamic the brand, how efficient the channel planning or how effective the measurement and optimization, if you have the wrong market position your efforts will fail to meet expectations. They will be trudging in quicksand.

This workshop helps entrepreneurs develop a sharp value proposition and audience-centric positioning/messaging strategies that will connect with and convert customers, optimize your product development around what matters most to your audience and get the most of out of your channels and spend.

Speaker Name: Doug Fox

Speaker Bio: Passionate brand champion, roaring pink barbarian, motivating coach, Doug Fox is a proven brand strategist with more than 20+ years experience successfully building and positioning global brands and businesses. He is especially adept at developing more customer centric value propositions, enabling companies to better connect with their customers.

Doug is an active speaker, judge, mentor and builder in the startup community in Boston. He was a founding member and team leader at the MITXUp startup marketing hackathons, which united marketing leaders with the local innovation incubators. This set the foundation for the tremendous startup growth Boston has experienced over the past several years.

His positioning workshop has been top rated by MassChallenge finalists the past six years. This workshop has been given to finalist classes, global bridge group bootcamps visiting the United States and was the marketing keynote at MassChallenge Mexico the past two summers. Beyond MassChallenge, Doug has run this workshop at incubators at MIT, Harvard Business School, Northwestern, PENN, Michigan, Babson and Boston University.

Doug’s work experience includes technology, CPG, health care and financial services including Bose, T2 Biosystems, Timex, Lincoln Financial, Hasbro, Waters Corporation, Hawaiian Tropic, Joslin Diabetes Center, Gillette, SAP, Foster Grant, Tyco Security, Fidelity, Staples and McKinsey, among others.

Positioning for Value Proposition
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