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Positioning & Messaging

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Clearbit

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Clearbit Says "Our Bad" and Hits The Reset Button

Clearbit Says "Our Bad" and Hits The Reset Button

Resetting leadership in a shifting market landscape.

Resetting leadership in a shifting market landscape.

Are you familiar with the concept, “gravity of the market?”

Christopher Lochhead talks about it in his book, Category Kings. It’s when a company lets pressure from customers, prospects, internal opinions, etc. veer it off course from it’s strategic point of view and positioning.

When I watch this video from Clearbit’s returning CEO, Matt Sornson, that’s what I’m reminded of. This post came with the launch of their new AI product and a positioning change crowning them as “the first AI Native Data Provider.” Can a company like Clearbit hit the reset button and take back the leadership position in their market? It will be interesting to see.


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