I recently interviewed a good friend of mine, Liz Skalla. In our discussion Liz reviewed three critical success factors for business successful: 1) positioning, 2) clear and concise messaging and 3) a go-to-market plan.

On the positioning front, Liz explains that companies must identify and fulfill the deeper, hidden, unmet needs of their key audience. Then, Liz explains "once we know what you are and who you are for, then we need to know, determine and develop how you'll communicate with the people you serve in a clear and attractive way that people will understand." Finally, once you've developed your positioning and messaging, Liz notes, the next step is to create a go-to-market plan (more on this later).

Liz provided an overview of two companies, Spot Hero and Pacifica, companies that she sees as doing a good job on the positioning and messaging front.