Chapter 11 A Theoretical Grounding

DOI: 10.4324/9781032684895-15

The Need for a Theoretical Framework

In the fervour of innovation and the haste to bring products and services to an ever-evolving market, there’s a critical component that often gets neglected: positioning. In this chapter, we reconnect with our north star set out in Chapter 1. The foundation for this chapter rests on the understanding that the human touch is still king, despite the inroads made by AI-driven interfaces.

One must recognize that the market is not a static entity. It’s alive, constantly changing, with tastes, preferences, and needs that evolve at breakneck speed. Today’s market is no longer just about fulfilling a need; it is about resonance. Your product or service ...

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