1. "The goal of an innovative business is not to engage with customers who need what you have but rather to engage with customers who believe what you believe in."

2. Difference between category and market

• Category is like "books"
• Market means buyers have the ability to reference each other

3. Positioning

• Positioning exists in the mind of the customer, not in your words
• Goal of positioning is to create space in the target customers mind (best buy for certain situation)

4. How to position?

• For (target customer segment)
• Who is disappointed with (market alt)
• What is the compelling reason to buy
• Unlike (product alt)
• Assembled (product features)

5. How do you cross the Chasm?

a. D Day style attack

• Identify wedge into the mainstream audience
• narrow definition of target segment

b. Aim is to create word of mouth

• requires critical mass
• only possible by targeting a niche