Positioning

Noble Mobile Turned "Use Us Less" Into Its Entire Growth Strategy

Noble Mobile, the wireless carrier founded by Andrew Yang, just bundled the minimalist Light Phone III into a plan that pays customers up to $5 for every gigabyte of data they do not use. The product mechanic is the marketing. Instead of bidding for a slice of someone's

The Ordinary's $175 Banana Is the Only Anti-Markup Stunt a Beauty Brand Can Run

The Ordinary opened six fake grocery stores in Toronto, London, Paris, São Paulo, Mexico City, and Melbourne in May 2026, called "The Markup Marché," selling a banana rebranded as the "All-Natural Magical Energy-Boosting Bar" for $175.90, a coconut for $195.50, an avocado for $305.