Strategy

Instead of just being a destination for reading content, like Medium or Wikipedia, the cohort of knowledge-sharing startups are focused on helping people create and organize information, but also tap into crowdsourced knowledge that's then shared and published.

The basic approach of positioning is not to create something new and different, but to manipulate what's already up there in the mind, to retie the connections that already exist.

Media companies will increasingly have to choose what to own and what to co-pilot. Not every new venture needs to exist as an O&O product, nor does it have to exist within a centralized environment. Licensing out characters to various retailers, or allowing small merchants to use beloved characters in their own designs sought out by different... See more

As Mark Bonchek highlights in his widely popular Harvard essay:“Companies that successfully market and sell innovation are able to shift how people think not only about their product, but about themselves, the market, and the world. Don’t sell a product, sell a whole new way of thinking.”

It’s not that sexy new PM tool. That’s a shiny object, distracting you from the real problem.

It starts with process and people, and you support that with tools. The simpler, the better.