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I am another FreshBooks employee and I happen to regularly hang out with the lessaccounting guys which frequently results in bear hugs by the end of the night.
by sunir 18y ago
I am another FreshBooks employee and I happen to regularly hang out with the lessaccounting guys which frequently results in bear hugs by the end of the night. So before they are enticed to believe we are starting the "we all hate lessaccounting" fan club I will say that I know this QuickBooks campaign has been awesome for them and it is classic positioning. That being said I kind of have a crush on QuickBooks too so I feel I am trapped in an uncomfortable love triangle. Awkward!!
-- Sunir Shah, Chief Handshaker, FreshBooks
(Seriously though it is classic Al Ries and Jack Trout _Positioning_. Excellent book.)
- JacobAldridge 18y agoI had that thought too. The book is Positioning: The Battle for your Mind - http://www.amazon.com/s/ref=nb_ss_gw?url=search-alias%3Daps&field-keywords=Positioning%3A+The+Battle+for+your+Mind&x=16&y=12 http://www.amazon.com/s/ref=nb_ss_gw?url=search-alias%3Daps&... The concept used here is repositioning the competition, to create a clear position for yourself. (It's Chapter 8 in my copy of the book) By focussing on Why People Hate Quickbooks (and using Twitter to create genuine, user content to back them up) Less Accounting are saying "We're just like Quickbooks, only easier to use". They don't have to explain their product at all, but I still get (sort of) what they do. Or at least, that's the theory. Can backlash if it comes across as too harsh, or if you paint a strawman of the competition.