Even a world-class product, poorly positioned, can fail.

Suppose your company was running out of cash and if the team didn’t close a certain amount of business by the end of the month, very bad things were going to happen.

you can look at which customers really care a lot about that value.

Often a category emerges when an enabling technology, a shift in customer preferences and a supporting ecosystem manage to come together at once.

Word-of-mouth marketing happens most naturally in tight market subsegments.

Your unique attributes are your secret sauce, the things you can do that the alternatives can’t.

Word-of-mouth marketing happens most naturally in tight market subsegments.

The subsegment needs to be easily identifiable—meaning if I had to create a list of prospective buyers, I could figure out a way to do that.

Head to Head: Positioning to win an existing market