microdosed strat

I find that a useful technique to know if you have an insight is what you write after "because". And a good technique for knowing if you have a strategy is what comes after "by".

"We want people to switch to our service" is not an insight nor a strategy. "People aren't switching to our service because they think we're too basic for their needs, so... See more

Reilly in person is open, informal and self-effacing to the point of pondering out loud why anybody would want to hear what he has to say. But if he has one secret to success, it’s the ability to think in opposites, he said.

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. Nyquil, the nighttime cold medicine, gave up the daytime market. The focus of most marketing operations is just the opposite. They look for ways to broaden their markets by line extension, by size and flavor proliferation,

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