133 karma · joined July 22, 2009
Website: http://startupmanagement.org
The lessons on the path to success are many, and they are varied.
That statement is misleading. It's not an "or" situation. You need to market to both your existing users and your prospects (users or customers). You can't just rely on viral and word of mouth for growth. Yup, good marketing is not easy- you need to figure out your segmentation and reach your prospects cleverly.
Differentiated means that your statement is very defensible, and the competition cannot copy it or it will backfire on them. Differentiated means very unique to you, and it creates a position in the minds of your prospects that lodges you there and keeps you there.
For e.g., "“a16z enables entrepreneurs to utilize expertise from Operating Partners who specialize in business development, technical talent, executive talent, market intelligence, marketing and brand building” is a differentiated statement, but "Andreessen Horowitz is a venture capital firm that provides seed, venture and growth stage funding to the best new technology companies" is not.
I wrote a long post on Positioning: The Battle for Your Startup- that explains a modern version of Positioning, http://startupmanagement.org/2013/04/18/positioning-the-batt...
What's more shameful is that RIM didn't produce millionaire entrepreneurs that went on and created new companies. That could have happened and should have happened, but it hasn't happened.