So, I’ve developed an eye for what's personally novel or different. Anything that isn't that, I let it be a wind that blows by. If my antenna picks up that there's something truthful there, I dig in. Otherwise, it doesn’t bother me.
Positioning.
Most marketers describe it interchangeably with a 'niche' or 'value prop,' which makes them look like they’ve never opened a marketing book.
So what is it (and isn't)
First things first: forget everything you thought you knew about positioning.... See more
We are unlikely to be able to sell “a group chat system” very well: there are just not enough people shopping for group chat system (and, as pointed out elsewhere, our current fax machine works fine).
That’s why what we’re selling is organizational transformation