Brand Storytelling and Positioning
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Brand Storytelling and Positioning
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
... See moreRory Sutherland on Lenny’s Podcast:
Products like Meta Portal TV, Google Glass, Japanese toilets, and wine boxes were amazing products but something about the timing or the marketing was wrong and the consumer never bit
Rory on Japanese toilets: “I think it’s barbaric that the Western Hemisphere dry wipes.”
The reason most people adopt new technology
If you find yourself in a culture of Tension, the best way to move that culture forward is to create a sense of clarity and opportunity. Show people what’s possible. Even better, show people what they could be capable of.
This is a time to inspire and allow people to see themselves in a new world. Give them something to dream about. Turn them into e
... See moreJasmine Bina • The 4 Phases of Culture Brands
Positioning : Storytelling : Messaging [COPY THIS]
Positioning : Storytelling : Messaging Hooray, you’re building a brand new product and are ready to get in front of your customer! Or you’re already talking to customers but they’re not converting because they don’t know why they should buy your product vs an existing one! Or you’ve just pivote...
docs.google.com![Thumbnail of Positioning : Storytelling : Messaging [COPY THIS]](https://s3.amazonaws.com/public-storage-prod.startupy.com/media/images/thumbnails/curation/4954fc22/thumbnail.png)
Sometimes getting the right positioning for your startup is more challenging than getting to the product itself.
“Often it’s not that you don’t know who the customer is, it’s that you’re not picking — you haven’t committed to one hypothesis over the other. That’s what creates the confusion about what the product is, what the feature set looks like,
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