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After building hundreds of startup brands, Arielle Jackson shares 6 early marketing missteps to avoid

In Depth

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Do You Have a Process for Product Positioning?

The pro cess look somewhat similar for the work that you ould do at the product level. We start with, why are you here and why should people care? And we define the company's purpose first. The second thing we do is product positioning. And this is, what product do you have? What does it do? What category is it? Why should people carew ere you playing up against? Who's the bad who loses? When you win, sometimes the loser is not another competitor,. but an old way of doing things.

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