Podcast
You May Be Pricing the Wrong Thing
Companies often approach value propositions and pricing from the inside out: What do we make? What does it cost? What...
Article
You May Be Pricing the Wrong Thing
Opportunities Hidden in Plain Sight: Companies price what they make. Customers pay for what they get. Understanding the difference can...
Podcast
Your Positioning Can Be Completely True—and Completely Wrong
Companies often assume good positioning starts by deciding what they want customers to believe about them. In this episode, Tom...
Article
Your Positioning Can Be Completely True—and Completely Wrong
Opportunities Hidden in Plain Sight: Marketers spend enormous energy making sure their positioning claims are true. But customers don’t position...
Podcast
We Think We Know How Apple Will Position Its New Foldable iPhone
Apple’s new foldable iPhone presents a fascinating positioning challenge. Competitors have offered foldable phones for years, yet the category remains...
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Article
We Think We Know How Apple Will Position Its New Foldable iPhone
Our positioning framework points to three likely answers—and offers a useful test for B2B marketers. Apple has told us all...
Podcast
Stop Trying to Differentiate Your Product
Companies often assume differentiation requires inventing something new, but some of the best competitive advantages are already hiding inside the...
Article
Stop Trying to Differentiate Your Product
Opportunities Hidden in Plain Sight: When companies can’t find a competitive advantage, their first instinct is often to create one....
Podcast
Being Good Isn’t the Same as Being Good Enough to Win
In this episode of the Hidden in Plain Sight series, Tom and Mary explore how the Ability to Win scorecard helps...
Article
Being Good Isn’t the Same as Being Good Enough to Win
Hidden in Plain Sight Series #5: Companies often know exactly what they’re good at. The bigger opportunity is discovering whether...