Ilana Ettinger

Uncertainty. Anger. Despair. Envy. When you’re overwhelmed by big feelings, it can seem like you’re the only one who is struggling. But having difficult emotions doesn’t mean you’re malfunctioning. It means you’re human.

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

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