The Key To Long-Term Dominance? Marketing Fades, But Product Always Lasts | Co. Design

We are saying that in an increasingly transparent, digitally empowered economy, where everyone potentially can know everything, companies can no longer use the other three P's (Price, Promotion, and Place) to gain a long-term competitive advantage. These P's, in other words, are becoming strategically less significant; they are still valuable just less so than they used to be, and they don’t provide any long-term edge. Read more in The Key To Long-Term Dominance? Marketing Fades, But Product Always Lasts | Co. Design. I think I would have said "problems" instead of "product" but there's a lot to ponder here. How can some companies remain dominant without huge expenditures in promotion? The authors believe it's a history of building great products. What do you think?
Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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