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

First, the job you pick must be specific enough to be within your control (or whatever area of focus is picked in Chapter 1). That’s important because you do not want to promise the moon or find problems that you cannot do anything about.

And finally, phrase the job using the customer’s language, starting with an action verb (like “stand the f*ck out” or “plan family vacation”).

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.

we first need to find the job, which is the goal that people want to achieve so they know which direction they want to go.

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.

gather only insights from folks who have already invested resources in making progress.

Simply put, an insight is a specific piece of information gleaned directly or indirectly from customers. It gives you a nuanced understanding of why customers do what they do. When pieced together, these insights answer crucial questions about your business, such as: What should I sell? Whom should I focus on? What makes my business unique? How can

Join communities, online forums, or real-life conferences where customers already congregate. Then pay attention to the posts with the most views and comments to understand what resonates with them.