The Art of the Start/Kawasaki 35-44

38 Positioning is more powerful when it’s personal because potential customers don’t have to take the step of imagining how a product or service fills a need.

40 A far better way to distinguish your product is to offer concrete proof points so that people can deduce its unique qualities.

Example: Intuitive…you can set it up in one day, and end users need no training.
Secure…No one has ever hacked it.
Fast…Real-world results show a fivefold improvement in throughput.
Scalable…It has handled as many as 20,000 transactions per second.

44 I pitch, therefore I am.