Silicon Valley vet Bruce Cleveland joined the podcast to discuss his books Market Engineering and Traversing the Traction Gap.

Bruce has helped fight and win some of the most storied tech marketing wars, first on the product side (for Apple, Oracle, Siebel Systems), then as a VC; later as a CMO for C3 AI, up until where he is today: Founder and CEO of Traction Gap partners.

The victories were no accident They came from a disciplined approach called market engineering, which Bruce explains in detail. It is a great complement to the Play Bigger strategy, which we heard about when Kevin Maney, co-author of the book of the same name, was on recently.

Bruce covered these areas and others:

• Great examples of category leadership, including Salesforce, Marketo, C3 AI and others.
• How market engineering works, AI that can help
• The cornerstones: market blueprint, messaging, positioning, thought leadership.
• Despite the name, it is a CEO-led approach
• How to define the playing field (category rules) and evolve to constantly stay ahead of the pack.

Thanks, Bruce, for coming on the podcast and sharing your experiences and wisdom.

You can learn more by visiting https://www.tractiongappartners.com/