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...

February 20, 2020| 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...

December 12, 2019| Stereotype, Strategy Read More

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