Filed under: positioning
3 storiesThe archive, indexed. Every story carries its tags at the foot of the page.
Positioning
HTeaO built $147m of iced tea sales on its water
An Amarillo family chain picked the most boring input in the drink and made it the brand. The lesson is in what they chose not to compete on.
№ 205 · 8 September 2026
Startup news
Goodles bet adults buy mac and cheese. Annie's bet kids
Two boxed pasta brands made opposite calls about who eats the stuff. Inc. reports Goodles is heading for $1bn in revenue and says Annie's may never close the gap.
№ 191 · 5 September 2026
Positioning
Sutherland's Buc-ee's lesson: fix the pain nobody else fixes
Ogilvy's vice chairman argues that repairing a neglected customer annoyance beats adding features or cutting price. The example he reaches for is a chain of American petrol stations known for its lavatories.
№ 67 · 12 August 2026