Close your eyes and imagine this. You work for the company that develops the Easy Button. Yes, that Easy Button. The red one. The Easy Button is a game-changer. It saves household brands millions of dollars and countless hours a year. It’s got a small, but loud and rapidly growing community of “Easy Button Heads” championing its transformational business impact within world-class companies. The Easy Button is about to go BIG. But here’s the problem: A huge chunk of the Easy Button market is crowded by the Super Sucky Complex Lever, which is super sucky and complex (but popular, well-funded, and massive). Your job is to create the messaging, define the positioning, and develop the programs that swell the ranks of EB Heads and wipe the Super Sucky Complex Lever off the map. This is not an analogy. But the names have been changed to protect the innocent.
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