vSente is a marketing consultancy. We help challenger enterprises wage and win battles for market shares.

Disciplines - Advertising | Marketing | Sales
Competency - Challenge | Defend
Deliverable - Profitable Market Share
Audience - CEO's | Marketing | Sales
Scale - Small | Medium-sized Enterprise
Services - Campaigns | Workshops
Location - San Francisco | London


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This is the generic version of the planner we use for our workshops and campaigns. The planner is in Excel format and includes the campaign worksheet and one-page plan of campaign. Enter your name and email address to join and receive your planner.
If you're responsible for sales or marketing in a small or medium-sized enterprise, then I'd like to invite you to join vSente's Campaigner list. This list is composed of marketers interested in learning more about accountable and effective marketing campaigning techniques.

Weekly we send via plain text email a short description of a competitive marketing tool or technique along with a link to a resource you can download and use. These resources come from vSente's Armory and consist of wizards, manuals, white papers, planners all focused on helping marketing managers battle larger competitors.

The content and resources are free to members of the campaigner list. But should you find yourself engaged in a tough battle for market share against a larger competitor then you will likely gain value from paying for a monthly subscription to vSente's Armory, booking our two-day workshop or engaging us to help with your campaign.

This community is not for all marketers. If you're looking for basic marketing techniques, like trade show tips, writing press releases, designing a flyer, optimizing landing pages, etc. this is not the list for you. On the other hand if you're interested in exploring the underlying dynamics of competitive advantage, then the topics discussed on this list will be of help.

Submit your name and email address above and the link for the planner will be sent immediately to the email address you used to sign up. Then look for a plain text email from vSente weekly.

More Debunking Of Blue Ocean Strategy - This Time In Business Week

I have been on the bleeding edge of innovation many times throughout my 25+ year career. Which is why I have found the thesis of Kim & Mauborgne's Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant to be wrong. Simply wrong. As a frequent critic of Blue Ocean Strategy my primary issue is in the title premise of creating "uncontested" markets and making the competition "irrelevant".

I have made money off of innovation and lost money. My first real brush with innovation was back in 1982 when I co-founded an early artificial intelligence pioneer in partnership with a University of Illinois computer scientist. This early experience dealing with the vagaries of Carnegie Mellon AI experts and the realities of  cash flow from a venture funded start-up was to later be replicated many times over. My experience taught me two things about innovation: 1) execution trumps innovation and, 2) Innovation is fleeting.

Most ironically I learned that the best way to attract competition was through innovation. And I have learned that the most potent weapon in my competitive arsenal is innovation... but it is a fleeting advantage, and I have to execute like a banshee in order to develop it, launch it, extend it and better it. Which is why I approach Blue Ocean with a healthy dose of skepticism and caution.

Business Week several weeks back had a good article on the essence of competition and some good comments on innovation and the Blue Ocean Strategy. The article concludes with an observation by Joe Kraus, founder and chief executive of Web collaboration software startup JotSpot:

The truth is, there's no final winner in the global game of corporate competition. "All winning does is let you compete against a whole new set of better-funded competitors," ... "Competition never ends."

We've written extensively on Blue Ocean. You can click here to read our collection of postings/articles.

Download vSente's Free Campaign Planner to learn more about how we help marketing managers battle larger competition.

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