Ilana Ettinger

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

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

... See more

To win tomorrow’s war for talent, companies will need to construct new types of employee experiences. The best ones will blend the freedom and opportunity of working for the internet with the scale and community of traditional employment.

We have instinctual responses to help us choose the objects that meet our most basic needs—when we’re hungry, we seek food; when we’re cold, we want warmth. But there is an entire universe of desires for which we have no instinctual basis for choosing one object or another. For these objects of desire, Girard saw that the most important factor in

... See more