Positioning Tag Archive

Subtracting benefits as a market position

(Excerpt from The Star Principle by Richard Koch) Subtracting benefits is important because it usually enables the new category to lower costs, and/or to substitute the new benefits without charging more, because of...

Strategy, Via Negativa Read More

A common label doesn’t differentiate you from your competitors

(Excerpt from The Pumpkin Plan by Mike Michalowicz) A broker, a business coach, a lawyer, a whatever…these are all labels. These labels put you in a generic category, making it easy for clients and prospects to...

Stereotype, Strategy Read More