3:14 – What is PTW? Explanation from Mendocha. Positioning affects everything.
6:00 – How Paul turn to vegetarian.
7:00 – Topic of the day: Uber vs Lift. When they went public. The Initial Public Offering. (IPO)
8:00 – Lyft went public first. But Uber is bigger.
8:40 – Timing during the process of going public
8:50 – Uber personal is “insufferable”. Even though they make a profit.
10:00 – The name of the gospel is “Network effect”.
11:20 – Marketing postures. Right sharing. Uber is the top dog, they are in an defensive position. Lyft is in an attacking position.
12:40 – Carl Icahn sold his part of Lyft before the IPO. “It’s better to be an early adopter and an earlier exit”
13:30 – New York Times headlines “Lyft IPO was a huge success, just not for investors who bought at the old beating IPO price”
15:50 – In positioning is important to be the first. Lyft was the first mover.
17:30 – Interesting situation. Case study for going public, the bigger company went second.
18:00 – Description of the case study.
21:00 – What are the positioning lessons.
23:00 – Is hard to had a first impression.
24:00 – When Lyft crash Paul knew that Uber will crash as well.
25:00 – Gabe’s view on what happen. “Prices are the tangible demonstration of the collective expectations of people”.
26:30 – Positioning. Categorization. Uber is similar to Lyft. Lyft fail then Uber fail.
28:00 – PTW program. How does the 7 pieces of the program fit in Uber’s and Lyft’s cases.
29:30 – Uber and Lyft fix the SALES FUNNEL. That’s what they solve. They made it easier to take a cab.
31:00 – PTW can be used, as is been used by Gabe and Paul constantly, for acquisitions, interventions or auctions.
33:00 – Lessons on what happen after Uber and Lyft by Gabe.
34:00 – PTW are the lenses to watch and recognize what to learn.
35:00 – THE BLAND REPORT: Things that went wrong and how to fix them. Explanation of the what principles of positioning that has been violated.
36:50 – Alarm systems Market. Problem with a battery. Too much bureaucracy.
42:00 – ATT is lowering the friction. No one upsell him. Paul change the battery himself.
43:00 – The Lesson: “He was already a costumer. They did not sell anything else at him. THAT IS A HUGE MISTAKE!”
44:20 – The layer cake. Structuring things for action. What are the tangible things that can be done.
45:30 – The cost of acquisition of a costumer is too high.
47:30 – THE ESENCE OF THE LESSON. AT A POINT OF ATTACK ARE YOU ACTUALLY DELIVERING. ARE YOU DELIVERING THAT MESSAGE. “NOTHING HAPPENS UNTIL SOMEONE SELL SOMETHING”
48:15 – Positioning makes you aware. How do I move myself forward?
49:20 – Paul’s advice on turnarounds.
53:10 – Helicopter approach. DON’T DO IT
56:30 – Suggestion from a millionaire attorney.
Your email address will not be published. Required fields are marked *
Save my name, email, and website in this browser for the next time I comment.