Hi Reader,Marketing books and schools have told us positioning is a statement. For [target audience], [your product/service/brand] is a [category] that [key benefit / main reason to believe], unlike [primary competitor or alternative], we [unique differentiator]. In fact, most positioning frameworks are designed to solve for the above blanks. But these blanks don't answer the buyer's "why should I care". As categories grow more crowded and complex, positioning will have to upgrade from being...

Hi Reader, Sales… That’s what we want to improve right? Solution? Sales conversations! Whenever I am unable to interview a client’s customers first hand, I rely on sales call recordings. To surface answers such as: what buyers care or not care about how do they verbalize their problem and solution what do they fear or worry about Yes, you can call them jobs-to-be-done insights. …but mined in a more passive way. Are you recording your sales calls? If not, it’s never too late to start. If yes,...

hi Reader,Buyer asks you: “Why you?”You send this:Feature A: You✅, Competitor❌Feature B: You✅, Competitor❌Feature C: You✅, Competitor❌Meanwhile, your competitors send this:Feature P: You❌, Competitor✅ Feature Q: You❌, Competitor✅ Feature R: You❌, Competitor✅Feature S: You❌, Competitor✅Feature T: You❌, Competitor✅What is the buyer supposed to do??How are they to know how one differentiator of yours > 10 differentiators of your competitors?Thus arises the need to "differentiate the...