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”
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”