In today’s episode, I explore why market category is a good starting point for developing great positioning.  You will learn:  * Viewing your market category is context-setting for your products/company.  * Thinking of your market category as being similar to the opening scene of a movie. (See...

In today’s episode, I talk with a technology entrepreneur about lessons related to his product initially being mispositioned in the market and also the challenges of positioning both free and paid versions of software solutions.  Joining me is Abhinav Asthana, founder and CEO of Postman, an API...

Welcome to Season 2! In today’s episode, I explore why positioning fails to make the jump from marketing to sales in many companies, and what common misconceptions and mistakes in positioning work should be avoided. You will learn:  * Why sales teams often lack a deep understanding of positioning...