Positioning - Marketing, Branding, and Category Creation

Suppose you’ve started a company that’s creating a category. Most buyers in your target market haven’t heard of your business or the kind of softwa... (2021)

As Al Ries and Jack Trout—the world-renowned marketing consultants and bestselling authors of Positioning—note, you can build an impressive airplan... (2018)

No objective is more important for SaaS founders than early category leadership. Over 75% of the market cap in a software category typically goes t... (2019)

The purpose of category creation, argue the guests in this episode of the podcast, isn’t just about making a dent in the way companies work and cha... (2018)

Positioning is like finding a seat on a crowded bus. Most brands sleepwalk onto the bus and sit on top of one another. The smart brands look left, ... (2020)