Books & Frameworks

A world-class product with bad positioning still loses. That isn’t a marketing problem. That’s the whole game.

That’s the core idea behind Obviously Awesome: your customer can only see you through a category they already have in their head.
You can bake the best bread in the world. Where you put it decides whether it’s art.

Most people don’t lie to you on purpose. They just avoid telling the truth because it’s easier to be polite than to be honest.

That’s the core idea behind *The Mom Test*: if you ask the wrong questions, you’ll get nice-sounding answers—but useless ones.

The problem isn’t people. It’s how we ask.