I think I’m beginning to understand why ’s book is such a landmark in the world of marketing: nobody before her had successfully explicated the expertise of positioning.
You either knew how to do it, or you didn’t.
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I’m new to marketing, and I thought Obviously Awesome, her book, was incredible when I read it. But I didn’t realise the knowledge she was explaining used to be tacit, and locked up in the heads of marketers before she wrote it.
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My only (irrelevant!) nit with that last clip is that you don’t have to be able to explain something to have mastery of it.
Experts are often able to do something, are able to recognise when others have expertise, but are completely unable to articulate what it is they do.
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