Strategy
Positioning is like context-setting for products. It’s a bit like the opening scene of a movie.
April Dunford • A quickstart guide to positioning
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There are two forces that move the customer from the old solution to hiring a new product, the PUSH of the current situation and the PULL of the new solution. These forces are accompanied by two progress-blocking forces at the bottom of the diagram, the ANXIETY of the new solution and the HABIT of the present.
Your strategy is the long-lasting way you’re investing in reaching that goal. Your strategy sits above the tactics. A strategy might be to earn trust and attention. A strategy might be to be seen as the best and maybe only alternative. A strategy might be to have alliances and partnerships that enable you and your message to reach exactly the right
... See moreSeth Godin • This Is Marketing: You Can't Be Seen Until You Learn to See
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Great strategy isn’t about working forwards from backward-looking data in the form of numbers. It’s about working backwards from forward-looking data in the form of ideas.
How the work really gets done
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- Know the customer. Talk to them. It is tempting to assume that we understand our customers, but we are often wrong. We validate our assumptions through qualitative and quantitative customer input.
Phil Peron • Managing Your Product Playbook
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