About This Book
De-Positioning (2025) examines how brands can win by exposing competitors’ weaknesses and addressing customers’ most pressing pain points with clarity and focus. It argues that true competitive advantage comes from a singular, coherent strategic idea that shapes every aspect of a business. It also emphasizes that strategy only translates to impact when it is fully integrated across operations, messaging, and customer experience.
Who Should Read This?
- Startup founders and early-stage CEOs
- Marketing directors and CMOs
- Brand strategists and agency consultants
About the Author
Todd Irwin is the Chief Strategy Officer and founder of Fazer, an international brand strategy agency that works with both Fortune 500 companies and high-growth startups. He pioneered the de-positioning methodology and has been featured in The New York Times and Forbes for his insights on market dynamics.
