positioning

“So there's always somebody you can compare yourself to Who's doing the exact optimal thing in the moment, but since the environment and the context in which we operate is always changing, eventually positioning wins, but it never wins in the moment, but it win…”

“And everybody looks like a genius when they're in a good position and everybody looks like an idiot when they're in a bad position.”

“I would say that most companies just don't think about positioning at all. In the vast majority of cases, the companies that I work with, the positioning feels obvious. It feels like you couldn't possibly position it as anything else.”

“So I can choose to position it as a muffin. It's the same product, but the assumptions about that, the competitors are different. Your value is different. The assumptions that customers have about that product are different because I've placed it in a differen…”

“There is positioning and there's branding. Those two things are actually really separate. So most of the things that we confuse with positioning are actually things we do with positioning once we're done with it, but positioning is an input. So if you think ab…”

“But I don't think that marketing should be able to change positioning or look at positioning or do it on their own. They could try, but it won't stick because sales won't believe in it. CEO won't believe in it. What we actually need is a cross-functional team …”