What do you need to learn first?

Diving into a new field can often feel overwhelming. The overwhelming waves of facts awaiting internalization. Don’t worry about the endless data. Focus on the essence of its few core principles – usually 5 to 7 of them. These fundamental concepts act as the scaffolding for all the complex information you encounter. By focusing on these principles, what once seemed like an insurmountable wave of tsunami becomes a manageable network of interlinked ideas.

Can you see how they are linked?

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Where should you be?

Success often looks like it is imitating as talent. But what masks it is usually the fruit of strategic positioning and meticulous preparation. Placing yourself advantageously matters immensely. Showing up. Over time, the consistent effort to position yourself well can outpace sporadic strokes of genius. It's not merely about being at the right place at the right time; it's about making every place the right one through preparation. How you prepare yourself today and every day, ensures your place at the top tomorrow.

Do you have to do it every day?

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Can you be you?

Embracing your authentic self often comes with a price. Conflict with those who wish to mold you into someone else. The journey to self-discovery inevitably leads to clashes with those who have different expectations for you.

Conversely, conforming to the expectations of others comes at a price too. Internal conflict. Surrendering to external pressures to fit a certain mold brings discord within oneself.

Straying from your true essence to please others leads to a profound sense of dissonance and dissatisfaction. Ultimately, the choice between staying true to oneself and conforming to external expectations is a delicate balancing act.

That’s why it is painful to be yourself. That said, embracing authenticity offers the promise of inner harmony and fulfilment. The discord, dissatisfaction and dissonance are only temporary.

How painful will it be?

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Who would you like to work with?

Elevated standards breed exceptional results. This becomes apparent when collaborating with individuals who stand out from the crowd. Their self-imposed standards surpass conventional expectations. Standards extend beyond the quality of work to the opportunities pursued. Settling for subpar performance from oneself will only yield mediocrity from others.

Likewise, accepting average projects leaves little room for exceptional endeavors. By raising the bar, you elevate the outcomes. It's a simple yet profound principle: to achieve extraordinary results, one must demand excellence from oneself and others. By upholding high standards, you get the best of yourself and others.

Would they like to work with you?

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What did you learn?

There are two ways you can learn. You can through personal experience or by observing others. The first involves learning at your own expense, gaining insight into the nature of difficulties through your own trials and errors. Meanwhile, the second you learn it for free. Just by observing and learning from the experiences of others, allowing you to acquire knowledge without directly experiencing the same costs. Both methods offer valuable insights into navigating life's hurdles. Both are important, learning from personal experiences as well as from the experiences of those around you to effectively overcome obstacles.

How did you learn?

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Can you do it for a long time?

Extraordinary results often stem from the consistent practice of ordinary tasks performed with exceptional skill over an extended period. Take cooking, for instance. Anyone can follow a recipe and prepare a basic meal. There's nothing inherently extraordinary about it.

But true culinary mastery is achieved through years of dedicated practice and refinement. Committing to your cooking skills day after day, experimenting with flavors, and perfecting techniques, you create something remarkable. It's the relentless pursuit of excellence. The willingness to push boundaries. The commitment to consistently doing that distinguishes exceptional chefs from the rest. Just as with any skill, the key to extraordinary success lies in the consistent effort and disciplined determination to excel over time.

Can you do it consistently?

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Are mistakes holding you back?

Making mistakes is an inevitable aspect of life's journey. But the mark of true success lies in the ability to navigate through wrong decisions and still win. It's not about avoiding errors but about leveraging them as opportunities for growth and learning.

Those who achieve success understand that setbacks and missteps are inevitable, yet they possess the resilience and resourcefulness to turn these situations to their advantage. They view failures not as roadblocks, but as stepping stones towards greater achievements.

Embracing setbacks with courage and determination. Transform adversity into valuable lessons and opportunities for growth. Ultimately, it's not the absence of mistakes that defines success, but rather the ability to transform them into stepping stones on the path to success.

Can mistakes lift you higher?

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When do you measure?

We tend to gauge performance based on successes and achievements during favorable circumstances. But when we measure someone or a company at their peak what insight does it give us? To uncover genuine understanding, we must turn our attention to their performance during the toughest times. It's during these moments of adversity that the truth emerges. By examining how they handle challenges, setbacks, and failures, we gain a clearer perspective on their resilience, adaptability, and true capabilities. Instead of focusing solely on triumphs, look to when they had darkest days and were in their deepest trough to understand their character and competence.

What is your measurement?

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What have you become?

As a newbie, you adhere strictly to the confines of their knowledge or skill set. You cautiously navigate within established boundaries, hesitant to venture beyond.

When you become competent, you embrace the opportunity to push against these limits, seeking growth and understanding in uncharted territory. You become a bold explorer, eager to test the boundaries and expand your expertise.

Yet, at a master’s level, you will transcend the constraints altogether. With wisdom and experience, you discern when adherence to boundaries is beneficial and when to ignore them.

The journey from beginner to master is not merely about skill acquisition but also evolution of mindset—from limitation to liberation.

Where are you on the learning curve?

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Who do you listen to?

There is a delicate balance between staying true to oneself and seeking external validation. It is dangerous to sacrifice personal integrity and authenticity in pursuit of approval from others. It is important to maintain a sense of self-awareness and self-respect to maintain one's own standards amidst societal pressures. Prioritizing others' opinions can distort our understanding of truth. It is the discrepancy between perception and reality. Learn to prioritize internal values over external validation. It allows you a deeper sense of fulfilment and integrity.

Who do you act for?

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Do you have excess fat?

Operating lean is more than a strategy; it's a philosophy that is the core of any venture. It's about achieving more with less, ensuring that every resource, every minute, and every dollar is utilized to its fullest potential. This philosophy demands a culture of efficiency, where every task, every process, and every expenditure is scrutinized for its value to the business. Embracing lean operations means prioritizing investments that directly contribute to growth, fostering an environment where innovation thrives, and setting a foundation for sustainable success.

Opportunity must always outweigh capacity. Otherwise, you will be forced to make decisions that is based on physical hunger.

Can you be lean?

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Are you flexible?

Adaptability is not optional; it is essential. Business landscape is ever-changing, demanding a readiness to pivot and evolve. This flexibility means staying abreast of market trends, customer behavior, and technological advancements. You need to always be prepared to adjust strategies and operations accordingly.

It's a delicate balance, maintaining loyalty and consistency to your core mission while being open to new directions and opportunities. In this agility lies the ability to seize new opportunities and exert creativity. By doing so, you are keeping the business dynamic and competitive.

Are you adaptable?

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Where does your loyalty lie?

At the heart of every successful venture lies a deep commitment to the customer. Every strategy, every product, and every service are shaped by the needs and preferences of those you serve. Engaging with customers, valuing their feedback, and exceeding their expectations become the pillars upon which businesses build lasting relationships. In a marketplace crowded with choices, it is the quality of these relationships and the memorable experiences created that distinguish a business, turning customers into advocates and transactions into enduring partnerships. You already know this. But worth a reminder.

Take care of the clients/customers and the profits will take care of itself.

How do you make money?

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Where is it going to come from?

Where is IT going to come from is going to test you to its limit. IT can be anything. Money, time, confidence, energy. Everything. Everything you ever need to run a business on less than everyone else.

Resourcefulness is the cornerstone of success. Entrepreneurs find strength in their ability to do more with less, turning constraints into creative solutions. This approach goes beyond mere frugality; it involves a deep dive into every aspect of the business, questioning every expense, and ensuring that every decision drives towards the ultimate goal. The most creative solutions can come from thinking outside the box or even within the box. The trick is to know where are the borders that needs to be pushed and where are the line that needs to be broken. Sometimes it can be leveraging what is already within reach.

Can you get it?

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Would you love the journey?

Starting a company low on cash and trying to make it last as long as possible is not for the faint hearted. You need stamina, courage, more importantly you need to love it. In good and in bad times. You kind of have to love the power of perseverance or love the journey of discovering it for your test. To test yourself and how strong you are and how deep is your stamina. It is a journey where every challenge faced is an opportunity to learn and grow.

Where success is measured not in immediate wins but in the resilience and innovation developed over time. This journey teaches you to navigate uncertainty, to pivot when necessary, and to remain committed to growth, even as visions evolve and goals become more defined. Embracing this path means understanding that true achievement comes from the commitment to see the journey through, regardless of its twists and turns.

Will it test your love?

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How do you grow your business?

Broad Targeting: Instead of focusing solely on a niche market or attempting to personalize marketing efforts to extreme degrees, Romaniuk and Sharp suggest a broader approach. Reaching a wide audience ensures that your brand remains visible to as many potential buyers as possible, including light users who make up a significant portion of sales in most categories.

Encourage Brand Switching: Given that most markets have more similarities than differences, encouraging brand switching through consistent and broad marketing efforts can be more effective than trying to create a highly differentiated product offering. In summary, if your brand lacks differentiation and competitive advantage, focusing on Category Entry Points and achieving distinctiveness as recommended by Jenni Romaniuk and Byron Sharp can be an effective strategy. Enhancing mental availability through CEPs and creating a distinctive brand identity through consistent use of branding elements can help your brand compete more effectively, even in the absence of clear product differentiation.

Can this increase your profit?

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How do you achieve distinctiveness?

First, Create and Leverage Distinctive Assets: Distinctiveness involves making your brand easily recognizable and memorable. This doesn't necessarily mean being unique in product features but could involve distinctive branding elements such as logos, slogans, colors, and jingles. These elements help consumers easily identify and remember your brand, improving recognition and recall.

Consistency is Key: Maintaining consistent use of distinctive assets over time helps reinforce brand identity and can make your brand more salient in the minds of consumers. This salience, driven by distinctive assets, helps your brand stand out in a crowded market, even if the products or services offered are not significantly different from competitors.

According to this school of thought, you don’t need to be different, you just have to be distinctive. But I believe they aren’t mutually exclusive.

Tomorrow we talk about utilizing broad reach and expanding the customer base.

What’s your differentiation?

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What are category entry points?

If you are from the Sharp and Romaniuk school of thought, focusing on Category Entry Points (CEPs) and distinctiveness is crucial in addressing brand differentiation and competitive advantage. One of the main points to be applied is to focus on Category Entry Points (CEPs).

Identify and Expand CEPs: CEPs are cues or situations that prompt consumers to think of a brand within a category. Brands should identify the most common entry points for their category and work to associate their brand with these moments in the minds of consumers. By broadening the range of CEPs where your brand is recalled, you enhance the likelihood of being considered by consumers when they are ready to purchase.

Then, Improve Mental Availability: Romaniuk and Sharp argue for improving a brand's mental availability, which means being thought of in buying situations. Increasing your brand's association with diverse CEPs can make it more mentally available to consumers, compensating for a lack of perceived differentiation.

Tomorrow we talk about achieving distinctiveness.

Which CEP would you use for your brands?

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Can you please tell me about the history of Positioning?

Younger marketers probably don’t know that the concept of brand positioning was introduced by Jack Trout and Al Ries through a series of three articles in "Advertising Age" in the early 1970s.

This groundbreaking idea later evolved into a comprehensive book titled "Positioning: The Battle for Your Mind," which was published in 1981. Knowing this historical context is crucial for any marketer because it underscores the origins of a concept that has become foundational in the field of marketing and brand strategy. Understanding the evolution from the initial articles to the book allows marketers to appreciate the depth and development of positioning theory over time.

I always advocate reading the original articles. As a follow up read the subsequent book, as it is essential for marketers. It offers insights into the strategic thinking behind brand positioning, which goes beyond mere advertising to the core of how a brand is perceived in the minds of consumers. It's an invaluable lesson in how simple, clear concepts can transform industries and guide the strategic direction of brands for decades. Familiarity with these materials not only enriches a marketer's strategic toolkit but also connects them with the seminal thinking that continues to influence modern marketing practices.

Now do you know?

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How long do you think it will last?

Starting a business is tough and it doesn’t get easier. But you do get tougher and, more importantly, wiser. No point being tough but none the wiser after a while.

If you are starting a business, here are 3 advise I can give you:

1. Write down what is your ideal client. “My ideal client looks like …They think… they treat …they act …” if it is not written it is not counted. Writing helps you visualize a lot better and you can revisit what you wrote.

2. Managing time and money you probably already know. Manage your energy and confidence. No energy you will collapse. You will fall sick. No amount of money is worth it. Money you can make back, when you lose your confidence it is a tough road ahead. Manage these well.

3. The key is opportunity. If you have more opportunities than capacity, you can choose your clients. Otherwise physiological hunger drives your decisions. That’s not a good way to decide what to work on.

Keep walking.

What would you advise me?

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