Positioning, Marketing, and Customer Acquisition
Positioning, Marketing, and Growth
Obviously Awesome
This is one of the most practical books on positioning, particularly for B2B technology.
Crossing the Chasm
This remains a foundational book for technology companies attempting to move from visionary early adopters to pragmatic mainstream customers.
Traction
The book’s Bullseye Framework encourages founders to test multiple customer-acquisition channels rather than assuming the familiar one will work.
Hacking Growth
This is a useful guide to cross-functional, experiment-driven growth after a company has established meaningful customer value.
Made to Stick
This is a strong guide to communicating ideas so that they are understood and remembered.
Building a StoryBrand
Miller provides an accessible framework for making the customer the hero and the company the guide.