Hi Reader,We keep chanting this term. We keep saying we need to position the product.But we don't realise the folly of saying this. 👉 It assumes that product is what customers buy. In reality, what the customers buy is a story about themselves. This should make us think whether we should position the product....or the customer?

Hi Reader,There are two ways to check if a story is worth spending on... 1️⃣ Tell the story to people. Then observe how they respond.2️⃣ Observe people first. Then tell a story that mirrors them. You can do first. Or second. Or both! But do at least one of them. Because every good story emerges from 𝗱𝗲𝗲𝗽𝗲𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 (not wordplay).

Hi Reader,I have worked in both kinds of companies.One where being close to customer was expected and rewarded.Another where wanting to speak to customer was seen as threat to sales/CS.This email is not about the politics of it.But the two opposite perspectives you often hear, on this topic. Does talking to customers generate insights?One side of the argument is that customers don't really know what they want. So why talk to them?Another side is that unless we know how customers think about...