I'd start with Philip Morgan's work on Positioning: https://philipmorganconsulting.com/the-positioning-manual-for-technical-firms/ https://philipmorganconsulti

I'd start with Philip Morgan's work on Positioning: https://philipmorganconsulting.com/the-positioning-manual-for-technical-firms/ https://philipmorganconsulting.com/the-positioning-manual-fo... I'd also consume anything from Jonathan Stark: https://jonathanstark.com/hbin https://jonathanstark.com/hbin