Second this - it’s a great book, and one of the few truly actionable guides to doing positioning (a lot of them get pretty academic).
Accessible to founders, and helps lay out the art and science of positioning, and give a methodology for actually doing it. Would recommend it also to technical people who are sceptical of marketing in general.
Accessible to founders, and helps lay out the art and science of positioning, and give a methodology for actually doing it. Would recommend it also to technical people who are sceptical of marketing in general.