Christopher Lochhead: belief

Transcript context

…We're definitely going along, which I expected. And we've actually gone through most of the questions I had, but I have just a few more to close out the conversation. One is positioning. That's something you hear a lot about. How do you think about positioning versus categorying? Are they essentially the same thing? Is positioning just a way to phrase and describe your category? How should people think about that? What positioning today has become is essentially how do I tell a story about my shit in a unique way, in a compelling way? That's really what people mean when they say positioning. The parts they never stop to consider, again, listen to the words positioning as it relates to what? Because you, again, listen to the words and fucking think, "You position against competitors." How do we position against the competitors? That's a phrase people use. The question is, what are you positioning against? And the answer to that question almost all of the time is competition. If you're doing positioning in that context, you just decided you're fighting for 24% of the demand designed by somebody else. And we think in the tech space where one company earns two thirds of the economics, if that's your starting point, you fuck yourself from the start. To put it simply, positioning in the modern context is for losers. That is to say people who are fighting over the 24%. That's positioning. I love it. Getting spicy over here.…

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