Ilana Ettinger

Earned marketing is about brand, messaging, press, influencers, content — all the things that define who you are.

“Women need to be twice as good to get half the credit. Fortunately many women are four times as good.” —Alison Davis-Blake, former president of Bentley University (p. 17)

What others may see as a moat, we may more earnestly see as “stickiness” or “defensibility” rather than as an outright moat. As we wrote about in  “What is a “Moat” and why does it matter?” , we define moats as  “Proven, perpetuating and permanent unit economic advantages from peers within a competitive set” . These moats need to be rooted in

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Productize to segments and use casesPrice for value and then back out costs to find marginSell benefits not featuresPrice before product - figure out the value firstBundle leading items with additional features