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

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.

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.

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”).

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.

being different for the sake of being different is a fool’s errand. Instead, you must find a way to make that difference meaningful to your segment—a compelling reason to be picked that’s been overlooked by alternatives. This is where you may find new market space, and this is how you can win as an underdog.

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.

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 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.

Exclusively learn from people who have recently invested resources—such as time, money, and/or effort—to address the problem you’re interested in solving (as shown in Figure 1.1).