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DEMO: Two Days Later

It’s two days after the fact.  Yesterday consisted of an early flight, a lengthy stop-over in Chicago (where we edited the press release announcing that we are DEMOgod winners), and finally home.  In bed at 7:30pm.  The last 90 days all came to a head on Wednesday evening, and I’ve got to have some rest.

I was going to write a whole bunch more about what I saw on Wednesday at DEMO, but I won’t, except to say that if the MI5 guys ever produce a consumer price point device, I will be lining up to have one

Today has been a day of scheduled 15 minute intervals. The Ottawa Citizen put us on the front page of the business section. The phone keeps ringing.  EMail keeps coming in.  Thank you everyone who sent congratulations.  At the team meeting everyone was pumped.

One reporter asked what advice Howard and I would give to any other startup looking at going to demo.  Three things:

  1. Treat it as a focusing event for the company.  It IS your launch.  Drop everything else and focus on this exclusively.
  2. Get someone to quarterback the marketing details.  Things like matching logos, shirts, quality collateral, etc, all matter. Pre-briefing press and analysts matters. The product matters.  You can’t focus on it all, and on having a great DEMO.   
  3. Get professional help on the presentation.  We had Shel Israel (veteran of 15 DEMOs) and Bill Ryan (public speaking coach to Steve Jobs).  Neither was outrageously expensive.  Both improved our presentation immeasurably.  I think it’s no coincidence that all three of the companies that Shel coached for DEMO won DEMOgod awards. 

From a structure point of view we treated our presentation as if it was a living, breathing brochure.  It had to conform to our positioning.  It had to be structured with an opening problem statement to establish need, a claim that we could solve that problem, and proof points to back up the claim.  And, it had to follow the Tong/Zagula "Awesome, Awesome, Doesn’t SUCK" formula –> two positioning elements to wow the audience with capability, and one to assure that it would be painless to use.  We showed people how iotum filters and routes calls, how easy it was to set up, and how it makes conference calling dead simple. 

And now, back to our regularly scheduled phone calls.

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