# | 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 |