September 2017
Intermediate to advanced
256 pages
5h 58m
English
Content preview from Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition
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5
Positioning and
Message Architecture
It’s time to get down to brass tacks and begin dealing with the message architecture, which is the single most useful marketing tool in the shed. The critical element of the message architecture is, of course, the positioning statement, which articulates a company’s unique role and relevance in the market. Let’s start by exploring how to write that statement, beginning with the toughest questions in business: “Who are you?” and “Why do you matter?”
By this stage in the process you’ve examined the market through the six lenses discussed in the previous chapters: Core, Category, Community, Competition, Context, and Criteria. You know your Core DNA type, the Category in which you intend to play (or build), ...
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.