The Importance of Positioning

I just saw a commercial for Just for Men Beard and Brows. This is mascara. But Just for Men knows that men (especially men concerned with grey in their beard) won’t buy mascara because it’s not masculine, so they’ve positioned it as a totally new product to help you hide grey without dying your hair. This is this power of…

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How My Toddler Taught Me to Sell Results not Features

Truly wonderful, the mind of a child is. Yoda, Star Wars: Attack of the Clones That quote is from Master Yoda, as he’s trying to help Obi-Wan Kenobi try to find a missing planet. Obi-Wan let his assumption (“that’s impossible because only Jedi can access this data”) get in the way of the actual answer — which was given to…