Go a little deeper.
If you dare.

Long-form writing may be a dying art. But if you love a good stemwinder, these are genuine, human-being-made articles that explore topics that don’t fit in a 600-word box.

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Chili Piper's Positioning, Exposed

One day, I got mad at all those negative teardowns I kept seeing. The result was this deep dive into Chili Piper’s positioning, as explained to me by the CEO, Alina Vandenberghe. Not quite an ebook, and almost a comic book. Let’s call it an Exposition.

How to Think Bigger About How You Win

You wouldn't build a house with only one wall. But somehow, we’re OK competing on just one dimension: the capabilities of our products. This article breaks down three other "C" words—credibility, convenience, and cost that complete the picture of how you actually win.

How In The Kitchen Does Positioning

The entire In The Kitchen positioning process, in one beefy mega-post.

Ready to fix your positioning?