Positioning
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The Ladder of a Category
In our mind, we've got these various, different ladders of how we rank products according to how we see them. One exampleo of a ladder of a category could be, say, the chocolate chocolate bars. They're all occupying different rungs on the ladder and you're ging to rank them according to how you how you see those. Now, there's a lot of ladders that'r already pretty full. I think a pretty cool job to get into. Would be like bruwing your own beer or something. But if you think about the ladder that's already out there, you've got stone and wood, fat, yak, coopers, james squire
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