Make what’s different matter.
Articles on positioning, messaging and connecting your product to something customers already care about.
Your Positioning Isn’t Finished Until You Know What to Say
Positioning determines the territory. Messaging gives you something useful and distinctive to say about it.
Contact 100 People and Get 1 Client. That Number Alone Tells Me Nothing.
The useful number isn’t the one client. It’s where you lost the other 99.
Some Logs You Ride Over. Some Change the Trail.
Founders don’t need to predict every market change. They do need to know which ones could block the trail and what their first move might be.
Before Deciding What You Want to Say, Decide What You Want People to See Differently.
Start with what you want customers to see differently, then work backward to what the company should say.
You Don’t Have to Disrupt an Industry to Stand Out
You don’t need a disruptive business model. You need to find the customer tension that makes your differences matter.
You Know Your Customer. But Do You Know Their World?
Knowing who your customer is doesn’t necessarily mean you understand the world they’re living in or how they think about buying a solution.