Positioning Strategy

The Concept of the Star and the Supporting Cast When Creating Uniqueness

Every movie you’ve ever watched has a common factor. You have a star. And you have the supporting cast. The star gets all the lines. The star gets to do most of the work. The star is the focus. So what does the supporting cast do? The supporting cast comes in from time to time. [...]

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Uniqueness: The Importance of the Mundane and the Seemingly Uninteresting

Most of us struggle with the uniqueness of our products or services. And the reason we struggle is because we look for something exciting to showcase in our products and services. And all we seem to come up with, is the mundane and uninteresting. You’ve probably heard of the ‘Twelve Apostles’ in Australia Australia has [...]

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