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,

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

Tighten the vice so people feel snug, not strangled. Find ways, either through context, belief systems or vision to tether all of the chaos down to something that makes sense of the world, that creates tension against the looseness.