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Positioning

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Simple is Sticky

The product that's the easiest to understand wins.

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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
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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.amazon.

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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 our product line and

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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 is really about newness. How much

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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.

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The Target is Not the Market

While re-reading The 22 Immutable Laws of Marketing [https://www.amazon.com/22-Immutable-Laws-Marketing-Violate/dp/0887306667/?tag=fredperrott01-20] , 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