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Market Research

Marketing · 4 min read Market research is the discipline of finding out what is actually true before you spend money on what you think is true. Most companies do...

Marketing Mix: The 4Ps

Marketing · 4 min read The marketing mix is four decisions in sequence — product, then price, then place, then promotion. Each one builds on the one before it. Each...

Positioning

Marketing · 3 min read 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...

Targeting

Marketing · 3 min read 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...

Market Segmentation

Marketing · 3 min read 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...

Status Quo Bias

Behavioral Economics · 3 min read Doing nothing feels like the safe choice. It almost never is. The default is making a decision for you, whether you noticed it or...