The challenge
A crossover title sitting awkwardly between business readers and faith readers, reaching neither audience well.
What we did
- Split the positioning: leadership framing for business groups, purpose framing for faith groups
- Targeted two distinct community clusters rather than one blended message
- Refreshed metadata and categories so search surfaced it in both niches
The outcome
- Dual-audience placement across business-minded and faith-led communities
- Clearer category positioning on retail and Goodreads listings
- Discussion engagement from readers in both segments
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