Throwing messaging spaghetti at the wall hoping it will stick just doesn’t work.
Sometimes knowing too much and being too close can warp your perspective and cause you trouble when conveying value.
People often act when faced with a challenge. The trick is understanding what that challenge is.
What’s the end goal? You must start with the end in mind.
Director of Marketing and Sales, Helicopter Association International
Marketing Director, University of Southern California (USC) Marshall School of Business
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