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One person's "bullshit" is another person's "positioning", and positioning is arguably one of the most important communications skills for founders.

I sympathize with the author but I'm not really sure what to make of this.

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Positioning is still bullshit, and just because something is an "important communications skills for founders", doesn't mean it's good, especially for ones on the receiving end. A lot of things that go as standard marketing practice would earn you a punch in the face if you did it to a friend and they found out. It's ironic how we turned lying to each other into respectable occupation.

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