Abhilash Rao
@abhilash
Abhilash Rao
@abhilash
Category points-of-parity are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service category. In other words, they represent necessary—but not sufficient— conditions for brand choice.
Brand
coming. “Being right and ineffective in venture is not worth very much,”
“What’s working, and how can we do more of it?” Sounds simple, doesn’t it? Yet, in the real world, this obvious question is almost never asked. Instead, the question we ask is more problem focused: “What’s broken, and how do we fix it?” - via Chip and Dan Heath, Switch: How to Change Things when Change is Hard
learning itself is best done slowly to accumulate lasting knowledge, even when that means performing poorly on tests of immediate progress. That is, the most effective learning looks inefficient; it looks like falling behind.
The success of pre-mortems, however, hinges on one key factor—phrasing the question as if the outcome is certain. In our case, that means we have to consider that the product or service did fail, not that it might fail.
3 examples of persuading with reciprocal concessions
When your back is against the wall, galvanise the team with an super goal