Strategy Rule 6 – Say it in a Tag-Line – You’re the open source alternative to the “Dark Side”
You are entitling people to what they were previously denied. As I wrote in my previous post the customer knows:
- The high-end systems are too expensive and complex
- The low-end systems are low-priced but don’t meet requirements
Customers no longer have to make a trade-off. It is the power of open source that is enabling this. Open source is also about the “good guy” vs. the “big bad guy”, abusing their position of strength with both customers and competitive vendors. Your tag line needs to say this and be a springboard for your messaging that will be more campaign oriented.
As the Blue Ocean Strategy says you need to say it in a tag line.
Generically this is:
- The Open Source Alternative to (Generic Term for Expensive Proprietary Vendor without stating names directly) when there is no clear “Dark Side Gorilla”
or
- The Open Source Alternative to the specific “Dark Side Gorilla” when one clearly exists
When the market had no clear ECM leader with Documentum/EMC, FileNet/IBM, OpenText, Interwoven, Vignette
- Alfresco the Open Source alternative for ECM
When a new “Dark Side Gorilla” emerges
- Alfresco the Open Source SharePoint alternative