Gaia Soykok

The way it starts - the founder has an idea, the marketing is a little bit different. Sales a little bit different and product managers are a little bit different. Duh! Not aligned! it is a group work - positioning exercise. The majority of the issues are misalignments.

The territorialisation: Starting from medical, universities divide their staudies into subgroups in the 19th century. In English speciality is coined as a word. territorialisation and tribes start referring to the work as "my field", or for historians "my period"

Personas are people, sales reps who are the end-user, Eric the IT person, and Janet the sales rep, John the champion in the account (the most important).

when people are asked to guess what matters to their coworkers—or, in the case of managers, to their subordinates—they assume money heads the list. But put the question directly—“What do you care about?”—and pay typically ranks only fifth or sixth.

You can not design think a DAO.  

Great positioning will feel obvious. "Of course, that is what it is. What else could it be? " feeling.

Differentiated value. Competitive alternatives are not competiion in comparison. i.e statusquo

How to do all of these things at the same time, while holding a full-time job - Time boxing it.