Dear Al,
I could address you as Dear Al Ries or Dear Mr. Ries, but I feel closer to you than that.
Dear Al, what would you say about differentiation in today’s world of start-ups? I wonder.
Start-ups get plenty of money. They bomb the media with their money. They have messages but nothing sounds memorable, forget sensible.
Sustainability is in fashion. But the start-up has to be sustainably different too.
Start-ups don’t seem to understand categories either.
Do I have to read your books once again? Do start-ups have to?
Do I need more money to understand the start-ups marketing strategy? Is it money that I am not able to understand?
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