Eddy Cue ·Apple ·10 JAN 2013
Turn a Competitor's Weakness Into Your Positioning Strategy
When a rival's business model forces them to behave in ways users dislike, that tension is your product opportunity.
Leader · Profile
Tim Cook
Apple
2011–present
CEO of Apple since 2011. His communications surface in Epic v. Apple and other antitrust matters, modeling unusually disciplined executive writing built for a hostile reader.
TC
Correspondence in the archive
4 letters
Tim Sweeney ·Epic Games ·30 JUN 2020
How to Frame a Demand as a Favor to Customers
When you can't beat a gatekeeper on their terms, reframe the fight as being about their customers, not you.
Tim Sweeney ·Epic Games ·17 JUL 2020
How to Signal a Legal Fight Before You File One
When a business dispute stops being about money and starts being about principle, the other side's lawyers are no longer the audience — the public and the courts are.
Tim Sweeney ·Epic Games ·13 AUG 2020
How to Pick a Fight You Planned to Win
When you deliberately break a powerful partner's rules, the letter you send isn't a negotiation — it's the opening statement of a lawsuit you've already prepared.