Skip to content

Positioning

Members Public

Opinionated Is Good

In a user interview years ago, a customer said he found his Tortuga backpack to be too "opinionated." I got a little obsessed with that idea. A product should be opinionated. A designer—and by extension, his products—should have a point of view. Opinions are good. You

Members Public

Simple is Sticky

The product that's the easiest to understand wins.

Members Public

Making the Bug the Feature

Learn how Third Culture Bakery turned a bug of gluten-free pastries into a feature.

Making the Bug the Feature
Members Public

More This, Less That

> A product’s position is a “location” in a more abstract space — the space of trade-offs. The decisions you make about which features to build and how to integrate them places you “closer” or “further” from other products. I love positioning. The 22 Immutable Laws of Marketing [https://www.

Members Public

Getting Specific: Tortuga's V3 Strategy

At Tortuga [http://www.tortugabackpacks.com], the V3 project was all about getting more specific. Going more niche. The Outbreaker backpack [http://www.tortugabackpacks.com/products/outbreaker-travel-backpack] isn't just a new product, it's the next iteration of Tortuga as a company. For the launch, we redesigned

Members Public

Optimal Newness

Raymond Loewy has been called "the father of industrial design" and credited with "invent[ing] Americana." I'm embarrassed to admit that I only learned about him recently from a misleadingly-titled Atlantic article [https://www.theatlantic.com/magazine/archive/2017/01/what-makes-things-cool/508772/] . The article

Members Public

The Target is Not the Market

While re-reading The 22 Immutable Laws of Marketing, the following paragraph from Chapter 13 struck me. The target is not the market. That is, the apparent target of your marketing is not the same as the people who will actually buy your product. Even though Pepsi-Cola’s target was the

Members Public

The Shopping List Test

In The Target is Not the Market [https://www.fredperrotta.com/target-not-market/], I highlighted a lesson from The 22 Immutable Laws of Marketing [https://www.amazon.com/22-Immutable-Laws-Marketing-Violate/dp/0887306667/?tag=fredperrott01-20] . In this post, we look at the companion book, Positioning: The Battle for Your Mind [https://www.amazon.