The Obviousness Principle: Why Market-Leading Brands Feel Inevitable, Not Innovative
The positioning orthodoxy is backwards. Business strategists obsess over differentiation, uniqueness, and innovation but the most successful brands feel obvious in retrospect. They don’t win by being different; they win by being inevitable. The moment customers discover them, the choice feels predetermined. The Cognitive Ease of Market Leaders This isn’t an accident, it’s applied psychology. […]
The Premium Paradox: Why Confidence Pricing Outperforms Competitive Pricing
The pricing orthodoxy is backwards. Business schools teach founders to research competitor rates, calculate cost-plus margins, and position somewhere in the “sweet spot” of market expectations. But this conventional approach creates a cognitive trap that systematically undervalues premium offerings and commoditizes differentiated solutions. The Anchoring Effect Is Killing Premium Brands Behavioral economist Amos Tversky’s research […]
Why 80% of Startups Get Their ICP Wrong (And How to Fix Yours)
Introduction: The Cost of Selling to the Wrong Audience Imagine launching a product that’s been months (or years) in the making. You’ve run ads, built a content strategy, and crafted a beautiful website. Your sales team is prepped, the market research has been done, and you’re convinced there’s demand. But a few months in, the […]
