“Most companies don’t fail because their product is substandard. They fail because the market doesn’t understand, care, or believe in what they’re selling,” explains Bruce Cleveland , author of the new book, Market Engineering . He adds that this dilemma is “because somewhere between the product development and the customer, the story got lost, the positioning drifted, or their category was defined by somebody else and the market went to another company.” That means, every year, startups and enterprises pour millions into building world-class products--only to watch them disappear into obscurity. In the book, Silicon Valley veteran Cleveland reveals the discipline behind market-dominating companies like Salesforce, Marketo, and C3 AI. Drawing on decades of experience as an operator, investor, and board member, Cleveland demonstrates how leaders can apply the same rigor to markets that they bring to products. You'll discover how to: Compel markets to come to you instead of c...
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