March 2025
Beginner to intermediate
402 pages
10h 54m
English
Content preview from Just Evil Enough
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Chapter 7:
Product position
If features are what you are, then positioning is how you explain it to others. However, before we get into message, category, and frame, we need to draw one clear distinction: positioning when you’re creating a category is different from positioning when you’re competing in one.
Category creation versus competitive positioning
When you’re bringing a truly new product to market, your competition isn’t another brand, it’s inaction. The way you communicate your benefits is different, because you’re asking prospects to add a new behavior to their routine, rather than change an existing one.
The mouthwash wars offer a great example of both category creation and competition within a category.
Case study: Mouthwash ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
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.