14. Sharpen the Angle

14. Sharpen the Angle - Sharpen the Angle What You Dont...

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Sharpen the Angle
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Proprietary idea Exceptional qualifications Significant capital What You Don’t Need to Start a Business
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What You Do Need Uniqueness does not come easily and must be earned by sharpening the angle. Angle
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Differentiate or Die “elements of differentness” smaller bigger lighter heavier cheaper more expensive Competitive angles can be so much more than some simple point of difference.
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Products Need Angles Super Law #1: Sharpening the Angle Turning a product into a marketing phenomenon
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Five Dimensions of an Angle 1. Need to Believe - Is there enough pain or opportunity to make people pull out their credit card? 2. Reason to Believe - Does the product “touch the human sense of believability” with a compelling proof-point? 3. Blows-Away Expectations - Does the product dominate a situation and deliver superior value? 4. Quanti±able Support - Are there facts and ±gures to enhance product claims?
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14. Sharpen the Angle - Sharpen the Angle What You Dont...

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