The Founder’s Guide to Radical Positioning: Moving Beyond Incrementalism

The most important thing a founder works on is not ad spend or conversion rate. It is positioning.

Gerard pushes back on the instinct to be "a bit better" or "a bit different" than the existing players. Real startup marketing creates a step change in how a problem is understood and solved, not an incremental improvement on the status quo.

The job is to articulate the problem, the solution, and why your approach is fundamentally different — clearly enough that the market reorganises around it.