Growth

We had already built a small, passionate, paying customer base, but we found out the hard way that activation looks very different once you open the floodgates and allow anybody to signup.

Positive-value cohorts hint at hidden value waiting to be amplified: Usually rests in a small set of high-value customers. e.g. high price point, high retention. How can you delight them and improve their value further? Is there a new set of features or positioning to attract more of these high-value customers? In the next step, we'll amplify the... See more

You can keep yourself from making most positioning gaffes if you will simply remember the following principles:

1. Positioning, first and foremost, is a noun, not a verb. That is, it is best understood as an attribute associated with a company or a product, and not as the marketing contortions that people go through to set up that association.

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