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Niche & positioning
Own a wedge before you fight the giants.
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What's actually the difference between positioning, branding and differentiation - and which one do I need to nail first?
Positioning is the strategic decision of what market you compete in and why you win it - it comes first, in a spreadsheet or a doc, before any logo...
The category I want to enter already has ten funded brands doing the same thing - how do I find a real wedge?
Look for what the incumbents do wrong rather than what they do right - overpriced, opaque ingredient lists, a customer segment they're ignoring, or...
Should I try to create a whole new category like 'bed in a box' did, or just fight for share in an existing one?
Category creation (Casper's "bed in a box," Liquid Death's "heavy metal water") is the highest-upside, highest-risk move - if it works, you get to ...
My product solves a problem people don't like to talk about (hygiene, intimacy, mental health) - how do I position it without scaring off buyers?
Pee Safe and Bombay Shaving Company both built real scale by naming the taboo directly and treating destigmatising the conversation as the marketin...
A bigger brand just copied my positioning almost word for word - what do I actually do about it?
You can't out-copy a copycat with a bigger budget, so don't try to win by shouting louder - double down on the specific proof points (ingredient so...
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