Positioning = Patience and Persistence
This time of year, I begin to long for spring and boating season. I live in Wisconsin, where water is plentiful—we have lakes of all shapes and sizes. Right now, however, that water is in solid form.
A decade ago, I had an experience with a boating start-up. The owner had been an integral part of a well-known boat brand for several years and then—with his son—started his own company. The early going was tough. I was friends with their then sales/marketing person, who needed some ads done, quickly. I wrote the copy and another friend handled graphics. Their company scrambled to have some professional photos shot of their only finished model in action.