What's the BIGGEST mistake entrepreneurs make? Co-founder of Xero Shoes, Steven Sashen has run way past it and doubles back to help us avoid it! Learn why you DON'T need to position your company as the best at something! We chat about positioning, misleading marketing, and how people make purchase decisions. Spread your toes and feel like a kid again as we laugh along with some (funny) and refreshing insights about positioning, marketing, and Xero Shoes' customers who've innocently slept with their Xero shoes on!    https://xeroshoes.com/about-us/

Books mentioned(no affiliate links):
https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005/ref=mp_s_a_1_1?dchild=1&keywords=obviously+awesome&qid=1614057602&sr=8-1.

https://www.amazon.com./Inside-Buyers-Brain-Lee-Frederiksen/dp/0982881967/ref=sr_1_1?dchild=1&keywords=inside+the+buyers+brain&qid=1614034299&sr=8-1

https://www.amazon.com./Catalyst-How-Change-Anyones-Mind/dp/1982108606/ref=sr_1_1?dchild=1&keywords=catalyst&qid=1614042382&sr=8-1

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