Entrepreneurship
Josh Popkin: Play Offense
Josh Paul Popkin self-published his first book: Play Offense: Customers don't buy features. They buy an edge.
Most businesses think they're competing on product quality, pricing, or features.
They're not.
They're competing for a place in the customer's mind.
The companies that win aren't always the ones with the best products. They're the ones that are easiest to remember, easiest to understand, and easiest to choose.
In Play Offense, Josh Paul Popkin breaks down how businesses create mental shortcuts that influence customer decisions long before a sales conversation begins. Drawing from examples across technology, finance, consumer brands, and everyday businesses, this book explores the principles of positioning, category design, messaging, and perception that separate market leaders from everyone else.
You'll learn:
• Why customers rarely buy based on features alone
• How great positioning creates an unfair advantage
• Why being different matters more than being better
• How category leaders shape the way customers think
• How to build a brand customers remember and competitors can't easily copy
Whether you're a founder, marketer, product leader, or salesperson, Play Offense provides a framework for becoming the business customers think of first—and choose most often.
Because customers don't buy features.
They buy an edge.
