The below .zip file contains the following files:

  • Messages that Matter eBook, ‘Positioning made easy: Introduction to position for competitive advantage’ (PDF)
  • Rationale document (Word, .docx) – fill out your rationale document as you progress through the course
  • Input for perceptual map (Excel, .xlsm) – you’ll create a perceptual map that makes it easy to see how your product or company is positioned relative to the competition

Download: Positioning: How to talk so the market will listen document bundle (ZIP)

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