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Laura Gross: The Keys to Profitable Positioning

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Bruce Hurwitz Presents

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Laura Gross grew up in Queens and Long Island. She went to Boston University where she studied psychology and classical civilization. Afterwards she got her MA at Columbia University, Teachers College doing coursework in cultural anthropology, video production and more. She then turned a summer job into a 14-year career writing about financial services marketing at American Banker, eventuating  becoming the first woman on the masthead in 150 years, inventing the American Banker Consumer Survey and other features, writing the consumer chapter on deregulation in the Financial Services Handbook. Then she started doing what I'd been writing about -- at American Express and other financial services companies, including JPMorgan Chase, ChoiceTrade and Muriel Siebert & Co. In the middle of it all she got an MS in Chinese Medicine and is a licensed Acupuncturist. Today she owns her own consulting company TheLauraGross.com from which she helps all kinds and sizes of companies from the best-known brands in financial services to the smallest individual service providers, reimagine themselves, their products, services, web sites and marketing materials.

About our discussion she says, "The keys to profitable positioning are: 1. Don't be linear functional. Think of the business, the product or service, and the customer as a synchronous whole.  What you offer. Who you are. Who you serve. How you do it.  Working together, these create a harmony that resonates throughout your business and your target market. 2. Study the competition and create a path where there is none. Monitoring the industry, the competition and the consumer of your products and services is the key to success.

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