Russ Somers

Marketing ideas for startups, growth ideas for humans

Scalpels vs Sledgehammers in Positioning

In my last post I talked about choosing words carefully. Now I’ll cover a case where I advocate (almost) reckless abandon. Consistency, after all, is less important than results. Many years ago there was a blues duo called Scalpel and the Sledgehammer. Two talented musicians with different positioning. Scalpel: highly precise, cutting guitar skill and […]