Brand Storytelling and Positioning
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Brand Storytelling and Positioning
When every app can do everything, the only reason to pick one is who you become when you open it.
Aspirational Software
You never called Eight Sleep a mattress company. Instead, you pioneered a new category of ‘sleep fitness’ by positioning it as a ‘sleep fitness brand.’ Tell me about the decision-making and strategy behind this.
ZATARAIN: We were not intentional about our positioning for the first five years of the company because we didn't even know what brand pos... See more
ZATARAIN: We were not intentional about our positioning for the first five years of the company because we didn't even know what brand pos... See more
Polina Pompliano • How Eight Sleep Co-Founder Alex Zatarain Built a Company That Pioneered the ‘Sleep Fitness’ Category
people don’t buy products when they understand them. they buy products when they feel understood.
Fantastic advice, for software builders:
Headline driven development
Here is a simple process for shipping software projects that works. First, decompose the project into a stream1 of headlines. Then pick an aggressive date to ship the first headline and work like hell to meet that date. Have everyone work only on one headline at a time– the upcomi
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