![]() It's really about a war against the status quo or status quo kind of thinking and approach, and so I really see positioning first and foremost not as a how are we different from them, our competitors, but how is the game you have to play different from the game you used to have to play. Think what that has led us to is a place where marketing becomes essentially claim-spouting, like, why are we the best.Īndy: What I've found is that the teams that are really winning, the ones who are creating categories, who are leading categories, are doing something different. They use this guiding metaphor of war, and it's a war of you against your competitors, the alternatives. Starting around the '80s, you see some of the big authors about positioning, namely Ries and Trout, who wrote the seminal book on positioning, talk a lot about how positioning is basically war. The normal way I think we look at positioning is, it's how do we position ourselves against competitors, and in fact, this is really the view. I'm just curious to hear your take about, how would you define it, first of all? How do you define positioning yourself?Īndy: Well, I think it's really about how you're creating urgency in the buyer's mind to change. I interviewed April Dunford about it, I interviewed a few other people about it. Louis: As I mentioned in the intro, we talked about positioning in the past. Yeah, so you've worked with clients that are a part of the venture that have been backed by those venture capitalist. Just to be clear, Andreessen Horowitz is not my client, but I have worked with a bunch of teams that they've funded. As you can see, a lot of very, very big names, so that's why I'm super happy to have you, Andy Raskin, on board. He's also led strategic storytelling at Salesforce, Uber, Square, Intel, General Assembly. His clients include venture-backed companies like Andreessen Horowitz, First One Capital. Louis: We've talked a lot about positioning on this show, but my guest take today is quite different from what we talked about in the past. He had CEOs align their teams around a strategic story to power sales, power marketing, fundraising, product, and recruiting. My guest today is a strategic messaging and positioning consultant. In today's episode, you'll learn how to position your business using a narrative storytelling instead of bland, descriptive positioning. Louis: Bonjour, bonjour, and welcome to another episode of, the no-fluff, actionable marketing podcast for marketers, marketing consultants, founders, and tech people who are just sick of shady, aggressive marketing.
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