I 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=Positioni

I 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.