The Art of the Start

by Guy Kawasaki

Amazon: buy it

Author's Blog: How to Change the World

Positioning *is* the Company

Positioning is:

• Why the founders started the organization
• Why customers should patronize it
• Why good people should work at it

Positioning should be:

• Positive (not war!)
• Customer-Centric
• Empowering (for employees)
• Self-Explanatory
• Specific to the intended customer (and not necessarily for others)
• Core to the company's activities
• Relevant to its customers' needs
• Long-Lasting -- it will outlast the current product line
• Differentiated from your competitor's
  • Apply the opposite test -- if you say the opposite of your position, and it's banal or obvious, then your position isn't unique