Lid Radio

On this episode of LID Radio Podcast, we're joined by Todd Irwin, author of De-Positioning: The Secret Brand Strategy for Creating Competitive Advantage.   About Todd Irwin Todd Irwin is the Founder and Chief Strategy Officer of Fazer, a global brand strategy firm known for helping companies thrive in brutally competitive markets. After decades watching traditional positioning fail in the real world, he built a new model: De-Positioning. This methodology has helped Fortune 500 companies and disruptive startups turn customer pain into competitive advantage and leave their rivals behind.    About De-Positioning In the book De-Positioning, Todd reveals the six principles of this strategy and shares real-world examples of why it works.