Perception vs. Reality.
The 'Positioning Onion'.
Is it a rallying cry or just plain shy?
“If your game isn't positioned for success by being a leader in someway, then it has no chance”
Hell no.
The odds don't look good.
Celebrities were “harmed” in the making of this story.
Breakthrough and achieve hypergrowth from a radically different starting position.
Elon Musk and the Last App Crusade
Forget first mover advantage.
The more a brand takes a moral position, the stronger and weaker it becomes. It can never own both sides.
How cigarettes transitioned from stigmatised obscurity to national desirability.
