Lisa Enckell joins Mark and Adam to talk about picking a category, aspirational creativity, and the purpose of product launches.

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Show notes * Lisa Enckell * Antler * episode with Max Schoening * Patrick McKenzie on North Star podcast * Platform-as-a-Service * containerization * dynos * serverless * Positioning: The Battle for Your Mind * Points of Parity, Points of Difference * purple cow * N26 * Circles.Life * silhouette iPod ads * Signaling as a Service * hey.com * library of Trinity College Dublin * The Substance of Style * Marie Kondo * Marc Benioff * “It’s not when people notice you’re there that they pay attention; it’s when they notice you’re still there." * DreamForce, Google I/O * Ubuntu release cycle * Wrapp * 23andMe * DNA Day