Read the opening of every chapter. Free.
Each excerpt covers the Problem and Solution sections. The step-by-step Plan, Doubts, and Recap are in the full book.
Before the four stages
Insight Foraging
Chapter 1: The Poisonous Insights
Why most customer insights are poisonous, and the one rule that separates usable insights from dangerous ones.
Chapter 2: The Juicy Insights
Six questions that reveal why customers actually bought, and how to run interviews that uncover what surveys never will.
Chapter 3: The Patterns
How to turn raw interview data into actionable patterns without a treasure map.
Unique Positioning
Chapter 4: The Job and the Alternatives
Why being different for the sake of it is a fool's errand, and how to find the ignored struggles your competitors overlook.
Chapter 5: The Ignored Struggles
People aren't robots. The irrational struggles that actually drive buying decisions, and how to find the ones alternatives leave on the table.
Chapter 6: The Segment
Why niching down feels restrictive but is your biggest advantage, and how to find the one segment worth obsessing over.
Chapter 7: The Category
You can't create demand from thin air. How to choose a category where demand already exists and position yourself to win.
Distinctive Brand
Chapter 8: The Monster
How to rally people around you by giving them a common enemy to blame instead of making it all about you.
Chapter 9: The Point of View
Why shouting random opinions gets you nowhere, and how to build a consistent point of view that signals you're here to protect your audience.
Chapter 10: The Spices
Talk is cheap. The actions that bring your point of view to life in a way your segment will actually notice.
Chapter 11: The Assets
Why trying too hard to be meaningful backfires, and how meaning-free brand assets make you impossible to forget.
Continuous Reach
Chapter 12: The Triggers
People behave like TNT. They don't act unless something triggers them. How to find the events that make your segment finally move.
Chapter 13: The Channels
Marketing isn't communications. How to meet potential customers where they already are, not where you wish they were.
Chapter 14: The Offers
Your segment is hibernating. How to build offers that wake them up and keep them coming back.