Matthew Falla

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. Nyquil, the nighttime cold medicine, gave up the daytime market. The focus of most marketing operations is just the opposite. They look for ways to broaden their markets by line extension, by size and flavor proliferation,

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Let me show you the four levels that separate content creators from category leaders:

Level 1: The Knowledge Trap

You're creating solid content—guides, posts, tutorials. But here's the uncomfortable truth: AI can now generate this content in seconds. Knowledge sharing alone won't set you apart

Level 2: The Experience Edge

This is where... See more

as routine cognition prices out at raw compute cost, “agents” will gut the hire-more-brains-to-grow playbook and push value toward proprietary data, deep context and durable networks. Amazon CEO Andy Jassy is already bracing—generative agents, he says, will shrink the corporate back office. The near-term story isn’t robo-layoffs so much as a... See more

Schmarzo Economic Digital Asset Valuation Theorem determines the value of a data asset based on its reuse across multiple use cases. It states that a data asset’s value increases the more it is reused across multiple use cases and that if the data is “curated” and governed correctly, this reuse comes at near zero marginal cost.

I don't want to manage knowledge. I want to live it.