Michael Solomon

Michael Solomon, a seasoned marketing professor and author of nearly 30 books, dives into essential marketing tactics for product startups. He emphasizes identifying unmet customer needs as a foundation for strategy. Solomon outlines the interplay of the four Ps—product, price, place, promotion—and stresses setting measurable goals. He highlights the importance of co-creation with customers, continuous innovation, and avoiding complacency. Notably, he discusses the shifting nature of consumer identities and how startups can exploit niche markets to outmaneuver larger firms.