We caught up with well-known positioning and messaging maestro Andy Raskin about the secret sauce behind his success, the difference between narrative positioning and descriptive positioning, the importance of getting CEOs bought in, and more.
Here's the tweet we reference throughout the show.
"Narrative positioning seems to win every time. It's like who are the category leaders? What's the story they're telling? As we get more and more into this world where customers are bombarded by claims, it's the ones who are telling a story that is not about claims and that is actually about the customers."