My most important note: This book is not about positioning. It assumes you already have a product with customers. This makes it about repositioning products.

If you get through the oversized title pages and ditto meaningless quotes, the writer states that there are no methods other than the “positioning statement” to actually position a product. This is not true. This book was written in 2019, and lean canvas came out in 2010. The 10-step positioning process - which could easily be reduced to 5 steps - the author proposes share a lot of parallels with it.

So far, I’m heading towards a one star. But that seems unfair. I like the author, and think the examples of companies that went through positioning exercises are valuable.