Ilana Ettinger

Earned marketing is about brand, messaging, press, influencers, content — all the things that define who you are.

What others may see as a moat, we may more earnestly see as “stickiness” or “defensibility” rather than as an outright moat. As we wrote about in  “What is a “Moat” and why does it matter?” , we define moats as  “Proven, perpetuating and permanent unit economic advantages from peers within a competitive set” . These moats need to be root

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It’s because there’s still a widespread reverence for the “ideal worker.” We commonly define the ideal worker as someone who starts working in early adulthood and continues, full-time and full force, for 40 years straight. The concept reflects a breadwinner-homemaker model that dates back to the Industrial Revolution and functioned fairly well thr

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How to do it: 1. Define a larger cause.  2. Articulate the problem better than anyone else. 3. Attack the status quo. 4.  Define a category. 5. Build the right team. 6.  Use “grassroots” customer testimony. 7.  Release news in lightning strikes, not dribs and drabs. 8. Organize events to focus attention.9. Nurture your community... See more

Productize to segments and use casesPrice for value and then back out costs to find marginSell benefits not featuresPrice before product - figure out the value firstBundle leading items with additional features