Bizcast: Bits about books – In Conversation with Ton Dobbe, Author, “The Remarkable Effect”
Ton Dobbe is the founder of Value Inspiration and the author of The Remarkable Effect. This thought drives him: Imagine how fast we could solve the world’s biggest problems if more SaaS Startups would gain traction sooner (today +90% fail). As such his mission is: Save mission-driven SaaS CEOs from the stress of ‘not enough’ traction by turning their business into one the world talks about (and keeps talking about).
- The book is not so much about software companies as it is about how to run a successful company— how you get to the point where the entire market— the ideal customers and competitors start to talk about you. And it is not only about how you get there but also about how you stay there.
- Through his experience of working in the industry and with several organizations, the author determines that there are three main levers and ten traits that can be grouped under these three traits, which dictate success for a company. The three levers are the Value Lever (which is foundational for any organization), the Viability Lever, and the Volume Lever. The Value Lever helps determine segmentation, positioning, and the value proposition. It also includes articulating clearly the Ideal Customer Profile.
- The book draws extensively from varied topics covered in the blogs and podcasts by the author, diving deep into areas such as marketing, segmentation, value proposition, positioning, sales, how to win more deals, R&D, and product strategy. The last few chapters of the book deal with creating momentum. This goes beyond merely scaling. It asks fundamental questions such as: “What is the Narrative?” and “What is the change you are trying to create?”
Run time – 50.14 mins.