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The Marketing Meetup

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Why we picked it Splits competitors into the hordes, the giants and the ghosts and gives a different move for each. The giants section is the practical answer to being compared to an incumbent on every call.

Positioning Jujitsu: How to Win Against Powerful Competitors

From The Marketing Meetup by April Dunford 15 min read

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Answers Buyers keep comparing us to a big incumbent. How do I even respond in a first call? Our competitor's category is bigger and better funded. How do I carve out a segment we can actually win?

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