The best definition of product positioning I have seen yet: “create a space inside the target customer’s head for ‘best buy for this type of situation’ and to attain undisputed occupancy of that space.”

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 c... See more

More beauty and craft,

less factory line

More weird and rebellious,

less safe and derivative

More really hard inspired work,

less status games

More authentic expression of self,

less patagonia vest

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.