Marketing & Growth
17 concepts · ~45 min · Intermediate
Build a marketing engine that compounds over time. From content to SEO to funnel optimization — learn how the best startups grow without burning cash.
What You'll Learn
- ✓Position your product clearly against alternatives to create a category of one
- ✓Map your marketing funnel and identify the stage with the highest ROI to improve
- ✓Create a content strategy that generates leads for years (not just this quarter)
- ✓Implement an SEO strategy that reduces your CAC over time as content compounds
- ✓Calculate your true content marketing ROI including lifetime customer value
- ✓Evaluate paid acquisition channels by ROAS and know when to scale vs cut
- ✓Run A/B tests with proper statistical rigor to improve conversion rates
Brand Positioning
Marketing
💡 The Concept
Brand positioning is the deliberate process of occupying a distinct, highly defensible space in the minds of your target market relative to your competitors. It defines exactly who a product is for, what unique value it provides, and why it is objectively superior to the alternatives.
⚠️ The Trap
The deadliest trap is the 'Better' trap—positioning a product as simply a faster, cheaper, or slightly more feature-rich version of the market leader. 'Better' is a weak, easily copied position. You do not want to be 'Better'; you want to be 'Different.'
🎯 The Action
Write a positioning statement: 'For [target customer] who [statement of need], [your product] is a [product category] that [key benefit], unlike [primary competitor] who [competitor's core weakness].' If you cannot fill in the blanks without sounding generic, your product lacks positioning.
Scenario Challenge
You launched a project management software with an incredibly fast, minimalist UI. Your competitor, Atlassian (Jira), dominates the enterprise market with complex, feature-heavy boards that take weeks to configure. How do you position your product?