Why Your Brand Needs a Positioning Roadmap

I recently helped a consumer products company position a new service that they’re creating. The goal was to launch in 6 months. While the specs had been written, the offer itself was still in development. The product roadmap post-launch...

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Is Differentiation Dead?

Wait. Hear me out. I’m not ready to call time of death on differentiation just yet, but something is going on that makes me wonder whether we need a new model for what drives value at the heart of...

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