ABOUT THE SPEAKER
Lawson Abinanti is the co-founder of Messages that Matter and has more than 25 years of experience in B2B software and technology.
Lawson is a journalist by trade and has adopted an evidenced-based, results-oriented approach to positioning. He has taught the building blocks of positioning to more than 1,000 product management and product marketing professionals throughout the world. He has consulted with startups, early stage and mature B2B software companies including Solid State Networks, SmartOrg, CSC (Computer Science Corporation), ADP Canada, FRx Software, Epicor, MapInfo (now owned by Pitney Bowes) and RightNow (now owed by Oracle).
His simplified practical approach to positioning established a foundation for success when he was responsible for marketing companies such as TM1 Software (now owned by IBM) and Navision (now owned by Microsoft; i.e. Dynamics NAV).
Lawson co-founded Messages that Matter in 2001.