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Positioning

Positioning is not what you say about your product. It is the small, specific place your product occupies in your customer's mind. Get it right and selling becomes easier. Get...

Targeting

You have segmented the market. Now you have to choose. Targeting is the decision about which group you are actually going to fight for, and which groups you are willing...

Market Segmentation

Everyone is not your customer. The market is a crowd of very different people, and the first job of marketing is to figure out which slice of that crowd is...

Status Quo Bias

Doing nothing feels like the safe choice. It almost never is. The default is making a decision for you, whether you noticed it or not.

Confirmation Bias

Your brain is a defense attorney for what you already believe. It collects every piece of evidence that supports your case and discreetly forgets the rest.

Endowment Effect

The moment you own something, you start to value it more than the person who wants to buy it from you. The thing has not changed. You have.