Post Positioning - Testing and Execution
In today’s episode, I explore what should happen after a positioning exercise and why too many teams test positioning the wrong way. I explain why I prefer testing positioning through live sales conve...
2 Apr 25min
New Thinking on Market Categories
In today’s episode, I explore why companies overcomplicate market categories, how starting with the wrong category leads to confusion, and what the job of a market category actually is. I break down h...
19 Mar 24min
A New Chapter on Differentiated Value
In today’s episode, I explore why differentiated value is the most important—and most misunderstood—part of positioning. I explain why customers don’t really care that much about features, how to use ...
5 Mar 22min
Competition in a Positioning Exercise
In today’s episode, I dive into why competitive alternatives—not problems or future visions—are the right place to start a positioning exercise. I explain how different teams inside a company misunder...
19 Feb 29min
Preparing for a Positioning Exercise
In today’s episode, I dive into what needs to happen before you ever start a positioning exercise. I explain why positioning fails when teams skip preparation, ignore alignment, or try to make positio...
5 Feb 27min
Decisions to Make Before a Positioning Exercise
In today’s episode, I dive into the decisions teams need to make before they ever start a positioning exercise. I explain why positioning readiness matters, how unlaunched products lead to positioning...
22 Jan 27min
Positioning, Value, and Objection Handling
In today’s episode, I explore the crucial distinction between positioning your product’s value and handling objections. I explain why understanding the buyer personas in a B2B deal is essential to tai...
27 Feb 202525min
How to Turn a Competitor's Strength into a Weakness
In today’s episode, I dive into the art of transforming competitor strengths into weaknesses, a practice which I sometimes call “marketing jiu-jitsu.” You will learn: * How competitor strengths can do...
13 Feb 202529min
