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All editions
The Category Flip
The most powerful positioning move isn't competing harder in an existing category — it's reframing the category itself around your strengths.
The Community Compound
Community is the moat most brands never build. How to turn an audience into something that can't be bought by a competitor.
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The Status Premium
Price is not the point. How the most desirable brands use status mechanics to command a premium that has nothing to do with the product.
The Discipline of No
Every yes dilutes a brand. The hardest — and most valuable — thing a founder can do is say no to opportunities that don't fit who they're becoming.
The Compounding Can
The brands that win long-term aren't spending more — they're compounding smarter. Why consistency beats campaigns every time.
Duolingo: The Chaos Theory
How a language-learning app built one of the most chaotic, unhinged brand voices on the internet — and why it actually works.
Loewe: The Subtraction Strategy
How Jonathan Anderson stripped Loewe back to its craft roots and built one of the most coveted luxury houses of the decade by removing, not adding.
NB: The Dad Shoe Doctrine
New Balance didn't become cool by chasing cool. The counter-cultural positioning playbook that turned a dad shoe into a cultural artefact.