Position to Win Episode 0002: Insights in Positioning


1 comment on “Position to Win Episode 0002: Insights in Positioning

  1. Summary.
    1:00 – Importance of positioning. The 200 years plan
    4:44 – Paul examples of simple positioning test
    6:30 – Bring awareness of positioning
    8:30 – the paradox of the human condition. Willingness to fail vs real Resilience
    11:00 – Positioning is hidden in plain sight
    11:30 – Case study: “Yogurt sales”
    17:10 – Island yogurt. Madagascar yogurt examples. “oui yogurt” real case of the French case.
    19:20 – The tyranny of choices. We have too many options
    21:10 – Idea of a new product. To force the purchase. Decision fatigue
    23:10 – If the choice were random. Probability
    23:40 – The more options the less sales.
    24:30 – Greek yogurt.
    27:00 – Bloopers of marketing agencies. Analysis of mistakes and successes
    31:00 – The bland report. New medication for joint pain. IMPORTANT EXAMPLE
    33:33 – Point of differentiation
    35:30 – A concrete example to differentiate.
    36:30 Differentiation. USP and strategies to stand out.
    39:20 – differentiation is a sharp edge. This is use to DISQUALIFY PEOPLE
    42:45 – Decision threes. Segmentation.
    45:10 – “We want to go mainstream” = waste of money
    48:20 – About the program “Position to Win”

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