Test your positioning to build confidence
Five ways to test new messaging to identify gaps, iterate, and ensure performance before you launch.
Creating focus through category design
What makes a good category, how do you define yours, and what good examples are there?
Inertia: the enemy of momentum
Understanding the causes of inertia, dealing with the resulting ambiguity, and framing uncertainty as learning opportunities.
Positioning by assumption doesn’t work
How to avoid losing traction with untested messaging.
Motivate buyers with a heart and brain narrative
How to motivate stakeholders with emotional enemies and economic incentives