Business Strategy & Positioning

Mar 20 2025

Why Most B2B Brands Are Trapped in Price Wars

By Michael Lynch Business Strategy & Positioning

Why Price Becomes the Default When Category Position Isn't Clear HP Field Notes | Highly Persuasive A precision machining supplier in Penang lost a $3.2M contract to a competitor charging 18% more. The engineering spec was identical. Delivery timelines matched. Quality certifications equivalent. On paper, the losing bid should have…

Mar 20 2025

When Technical Superiority Fails to Create Commercial Pull

By Michael Lynch Branding & Identity, Business Strategy & Positioning

When Technical Superiority Fails to Create Commercial Pull HP Field Notes | Highly Persuasive A Singapore-based precision engineering firm lost a $4.8M aerospace contract despite demonstrating measurably tighter tolerancing capability than the winning supplier. Their CMM reports showed 40% better dimensional accuracy. Their AS9100 audit scores were higher. Their delivery…

Jan 03 2024

The Commercial Argument for Brand Identity That Most Leaders Never See

By Michael Lynch Branding & Identity, Business Strategy & Positioning

The Commercial Argument for Brand Identity That Most Leaders Never See When was the last time a buyer chose you, and you could point to exactly what made them choose you over the alternatives? Most business leaders cannot answer this question with any precision. They have a general sense —…