Stand The F*ck Out: The No-Nonsense Guide to Positioning Your Business, Finding Your People, and Building a Durable Brand

Having a POV isn’t about ignoring nuance—the opposite, in fact. It’s about acknowledging nuance. It’s about taking a clear stance on what matters most to your segment, giving those in your segment comfort, and sending long-term signals to show you’re in their corner. Try to use your nuanced thinking to craft a POV that acknowledges complexity while

The key lesson here is that your POV must always be present. However, it shouldn’t be the main ingredient (like avocado cubes in a salad). It’s there to support whatever you’re putting out into the world.

The key is to break down a POV into different components, like slicing an avocado into small cubes. Then, sprinkle it naturally into whatever messages you share, like mixing the small avocado cubes into a salad.

Common belief. What others tend to think or do Happen. What the consequence is as a result Impact. What the direct effect is on your segment Proof. Why others should believe you (logic, personal anecdotes, stories, stats . . .) Solution. What should be done instead

A point of view is a collection of consistent messages inserted into everything you do and say, showing the people in your segment you’re committed to protecting them and earning their trust.

It’s not enough to know what your customers want; you need to understand what’s stopping them from getting it. Dive deep into their struggles—both rational and irrational—to find juicy insights.

uncover ignored struggles—the super-frustrating problems that prevent a certain group of people from getting a job done, which the competition isn’t solving well.

Start by gathering all your data in one place. Then prioritize the most compelling pieces—the ones that resonate with you and align with your ideal customer. Think about the reviews that jumped out at you, the interviews that sparked your curiosity, and the customer interactions that left a lasting impression.

the most valuable insights focus on individuals who have recently invested resources (time, money, effort) in solving the problem your product addresses, as their experiences will be fresh and relevant.