Our argument is that fermentation has been around for centuries, that's where beer and wine and bread come from. But there is something about the fact that, on our label, we're called “a nutritional fungi protein.”
Good positioning sets off a set of assumptions about my product that are true. Bad positioning sets off a set of assumptions about my product that aren't true - leaving your sales and marketing teams to do the work of undoing the damage your positioning has already done
Flexport’s best sellers had the courage to say no to transactional deals and embraced if/then statement to encourage long term engagements with customers to service more share of wallet in the long-run