Every provider must offer a plain-vanilla baseline — the OTC moment for personal finance

The Mortgage Trap Hitting Millions of Homeowners · Tarun Ramadorai

Own a word in the prospect's mind by being first, finding an open position, or repositioning the competition

Positioning: The Battle for Your Mind · Al Ries and Jack Trout

Start with good people, make something customers want, and spend as little as possible

How to Start a Startup · Paul Graham

If each new user makes the product more valuable for all users, you win

Bill Gurley — All Things Business and Investing · Bill Gurley

Break growth into engines, turbo boosts, lubricants, and fuel

How to Build Products Users Love · Lenny Rachitsky

Give customers clear stepping stones across the creek of uncertainty — a process plan for clarity and an agreement plan for trust.

Building a StoryBrand · Donald Miller

A one-page document that organizes your entire brand narrative into a clear, repeatable message using all seven story elements.

Building a StoryBrand · Donald Miller

If a caveman can't understand your website in 5 seconds, you lose

Building a StoryBrand 2.0: Clarify Your Message So Customers Will Listen · Donald Miller

Exploit rivals' inability to change; combat your own organizational decay

Good Strategy/Bad Strategy: The difference and why it matters · Richard Rumelt

Seven story elements that clarify your brand message so customers listen

Building a StoryBrand - Clarify Your Message So Customers · Donald Miller