April Dunford knows a lot about positioning from a career that has involved leading teams at big name tech firms such as IBM, Siebel and Sybase, as well as a number of start-ups. She shares her ...

Consumers today look for authenticity. They also look for companies that share their values and remain true to their purpose. Lip service is not enough—you must live your purpose and turn that into ...

Opinions expressed by Digital Journal contributors are their own. Navigating a crowded market requires more than domain expertise — it demands strategic product positioning and messaging. Both are ...

Inspired by The Status Game, this article explores how startups use values and moral positioning as a competitive strategy ...