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S2 Episode 5: Positioning To Win (Ambient Strategy & Reprise)
The Marchitect
What Is the Market Frame of Reference?
The job of a market category is to take a customer that doesn't know too much about your stuff, and it puts them on a road that points towards your stuff. So if you think about it, the market category does not replace your messagin. It does not replacing your sales pitch. It almost never, in fact, i would say, never, stands alone. Like you don't just have a web page that says, you know, we're email for lawyers, like you. Have your tag line, have your value proposition. A great market category serves as a really good starting point. That's all it does.
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