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I've been thinking about Mastodon vs Twitter and positioning. It's a neat case study on understanding value vs features.Mastodon has many differentiated features - federated servers, content...
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Introduction post! I spent 25 years as a repeat VP Marketing/Product at a series of startups. Today I'm a consultant working with B2B tech companies. My focus is Positioning - getting a clear...
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Today I had a call with a company where the founder referred to their main competition (manual processes) as "an army of Daves." For the rest of the call, I was kind of picturing all these guys named...
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The only thing people on twitter are talking about now is Twitter. Too bad the name's taken - they should call it Meta.
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My teenager just described the song The Little Drummer Boy as "Christmas fan fiction."
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I'm such a big fan of Lenny Rachitsky's newsletter and podcast. This is a great intro to the podcast - the top 10 episodes for the year. I'm also feeling cool because I just squeaked onto the list....
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Everyone understands that your choice of market category is an essential aspect of positioning. That said, I think that sometimes companies put too much focus on their category at the expense of other...
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What is the job of a market category?Our market category is a starting point for customers. It takes a prospect that doesn’t know too much about our product and places them on a path that leads to our...
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A great market category can help answer the question “What do we do?” but we need to pair that with a story around our differentiated value to answer the critical question “Why pick us over the...
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I'm a big fan of Melissa Perri's podcast for product folks. I'm super happy to be on this week's episode yakking about positioning and the intersection of product and marketing....
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