| # | Category | Segment Title |
|---|
| 1 | Market Segmentation | Introduction to Market Segmentation |
| 2 | Market Segmentation is Broken |
| 3 | Fixing Market Segmentation |
| 4 | Value Proposition | Introduction to Value Proposition |
| 5 | Building Your Value Proposition (Part 1) |
| 6 | Building Your Value Proposition (Part 2) |
| 7 | Competitive Strategy | Introduction to Competitive Strategy |
| 8 | Choosing Your Strategic Role (Part 1) |
| 9 | Choosing Your Strategic Role (Part 2) |
| 10 | Deciding Where to Play |
| 11 | Defining How to Win |
| 12 | Quantifying the Impact of Strategic Choices |
| 13 | Stakeholder Engagement | Introduction to Stakeholder Engagement |
| 14 | Bridging the Strategy Execution Gap |
| 15 | Directing the Rider |
| 16 | Motivating the Elephant |
| 17 | Shaping the Path |
| 18 | Product Positioning | Introduction to Product Positioning |
| 19 | Establishing the Right Frame |
| 20 | Establishing Points of Parity |
| 21 | Choosing a Compelling Point of Difference |
| 22 | Communication Strategy | Introduction to Communication Strategy |
| 23 | Three Facts About the Mind That Every Marketer Should Know |
| 24 | The Six Principles of Persuasion (Part 1) |
| 25 | The Six Principles of Persuasion (Part 2) |
| 26 | Making Your Ideas Stick (Part 1) |
| 27 | Making Your Ideas Stick (Part 2) |
| 28 | Integrated Campaigns | Introduction to Integrated Campaigns |
| 29 | Choosing the Right Tool for Each Job |
| 30 | Maximizing Campaign Efficiency |
| 31 | Achieving Campaign Synergy |
| 32 | Measuring Marketing Outcomes (Part 1) |
| 33 | Measuring Marketing Outcomes (Part 2) |
| 34 | Customer Targeting | Introduction to Customer Targeting |
| 35 | The 80/20 Rule |
| 36 | The Two Targeting Criteria That Matter Most |
| 37 | Existing Customers are More Valuable Than New Ones |
| 38 | Timing is Everything |
| 39 | Some Prospects Are Easier to Convert Than Others |
| 40 | Selling | Introduction to Selling |
| 41 | The Evolution of Selling |
| 42 | The Emergence of the Challenger Selling Style |
| 43 | The Core Elements of the Challenger Selling Style |
| 44 | Commercial Teaching at Iridium Therapeutics |
| 45 | Customer Retention | Introduction to Customer Retention |
| 46 | Customer Retention (Part 1) |
| 47 | Customer Retention (Part 2) |
| 48 | Customer Retention (Part 3) |
| 49 | Growth | Introduction to Growth |
| 50 | How Do You Know When Your Core Business Needs to Change? |
| 51 | How Do You Know What Your New Core Business Should Be? |
| 52 | The Conditions for Successful Adjacency Expansion |