This book came highly recommended, so I read through the first several chapters asking myself, "is this a good use of my time?" It wasn't until about 75+ pages into the book that I started to engage with the author's point and think about its applications to my own firm. There were a lot of gems in this book and by the end, it was a good use of my time. I especially benefitted from the author's recommendations for establishing early market credibility and analyzing competitors. When the author stated, "there are always competitors in your market" [paraphrased:] it opened my thinking to really looking outside the box in terms of understanding and analyzing the competition. Likewise, the competitor framework in this book helped me crystallize my product positioning. Overall, this was a good read that I'm look ing forward to re-reading.