Tell me if this sounds familiar. “My team has poured blood, sweat, and tears into building the product. It’s finally in the hands of users, and we’re seeing traction. We’re ready to pour fuel on the fire — we’re ready for more marketing! What do we do?” This is a common refrain I hear from startup leaders from seed to growth stage. And my response is “Well, that depends. What is your positioning strategy?”

This question is commonly met with blank stares, confusion, and disappointment. And I understand why. Positioning is not a concept that’s well explained nor commonly understood…

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