Positioning
The slot you own in the buyer's mind — and how to claim it.
Part of: Sales & Marketing, Sales, Marketing, Branding & Positioning, Strategy
Positioning is about the space you occupy in a buyer's head against every alternative. These lessons show how brands claim a slot competitors can't easily contest.
Lessons on Positioning
Change the Thing You're Selling
Two small ad agencies walk into a Detroit bar the night before pitching Chevy. Both know they're going to lose. So they stop competing — and do something that changes the whole contest.
Own the Category
London Fog once sold 81% of America's raincoats. Roger Sterling explained why in three words — and accidentally defined what winning at positioning actually looks like.
Turn Limitations into Opportunities
Lucky Strike could no longer claim cigarettes were safe. Don did not argue with the ban. He sold "It's toasted."
Find the USP
Belle Jolie wanted the ad to brag about how many lipstick colors they had. Don sold "Mark Your Man" — and told the client their feature plan had already made them No. 4.
One lesson. Every week.
Five minutes, one great show, and a real business book you can actually use. No AI slop. No 300-page slog.