A Smart Bear · Jason Cohen
articleprinciplePick one and own it
28 January 2024Profit
Source excerpt
About A Smart BearWhat if your company could have only one single advantage over the competition? This exercise will make your positioning and strategy stronger.
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Apollo layer
What a founder can learn
Founder takeaway
Choose the one competitive advantage you most want your company to own, then align your positioning and strategic choices around strengthening it rather than spreading effort across many weak claims.
Why it matters
A single, explicit advantage forces prioritization, sharpens how customers understand your value, and helps scarce resources compound around a coherent position.
Relevant guides
Put it to work
Complete this sentence: “If customers remember only one reason to choose us over alternatives, it should be ___.” Then identify one current initiative that reinforces that advantage and one that distracts from it.
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