What cat food says about the cat owner

When I teach about positioning, I often refer to the market for cat food, using an example unashamedly stolen from my fabulous former colleague, David James.   There are 2 key aspects to positioning. One is to find an angle for the product that is unique and, hence, differentiates it from the competitors. Otherwise, you … Continue reading What cat food says about the cat owner

Language, emotions and decision making

Some time ago, I got a pile of books in a library clearance. There are some real gems among them – some of the books, I knew beforehand that they were special, such as a copy of Adam Smith’s Wealth of Nations; others, I am discovering how special they are as I ‘work’ my way … Continue reading Language, emotions and decision making