Brand Storytelling and Positioning

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,

We’ve gotten so damn good at making products with good physical attributes that the commercial war of the future will be about identity rather than value —Iannaccone

One of the hardest things about positioning a startup is that in the early days, the vision is so distant from the reality of what you offer. And nobody really cares about the grand vision. They care about what the product is and what it can do for them today. Today, Airbnb’s corporate tagline is “Belong Anywhere” but that would’ve been a terrible

From David Ogilvy:

Through maddening repetition, some of my obiter dicta have been woven into our culture. Here are some of them:

(1) “We sell – or else."

(2) “You cannot bore people into buying your product; you can only interest them in buying it.”

(3) "We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a p