What Netflix’s Co-Founder Teaches Us About Positioning, and Why It Matters for Kids Learning Math
Marc Randolph, the co-founder of Netflix, has spent decades thinking about one deceptively simple question: why do people choose one product over another?
In a talk that’s become a favorite among founders, educators, and brand builders, Randolph explains that great products don’t win because they are slightly better, cheaper, or faster, they win because they are positioned differently.
His lesson is surprisingly relevant to education, especially when we think about how children experience math early in life.
The Two Jobs of Positioning
According to Randolph, positioning has two core jobs:
Differentiation – clearly answering why this exists instead of everything else.
Payoff – ensuring that the chosen position delivers real value, not just clever marketing.
If either piece fails, the product fails.
You can’t just say you’re different, you have to be different, and you have to follow through.
The Astronade Story: Why Differentiation Works
To illustrate this, Randolph shares the story of a lemonade-style beverage company called Astronade.
At first glance, Astronade looked like countless other drinks on the shelf. Competing with giants like Minute Maid on taste, price, or distribution would have been nearly impossible.
So instead of competing head-to-head, Astronade chose a radically different position:
Astronade is a kid-owned business.
Not “kid-friendly.”
Not “inspired by kids.”
Actually owned and run by kids.
That single positioning decision immediately separated Astronade from every other beverage brand in the market.
Customers didn’t just buy the drink, they bought into the story.
When Positioning Pays Off in Unexpected Ways
Here’s where Randolph’s story gets interesting.
Because Astronade was genuinely kid-owned, retailers and partners began reacting differently. Some stores offered to cover costs. Others waived fees. Many customers were happy to pay more, knowing the profits went directly to young entrepreneurs.
The positioning didn’t just attract attention, it created economic advantages.
That’s what Randolph means by “paying off your positioning.”
The positioning wasn’t a slogan, it was a structural truth that unlocked real benefits.
Authenticity Is Non-Negotiable
Randolph is clear about one thing: positioning only works if it’s authentic.
If you claim to be the “best-tasting lemonade,” it actually has to taste better.
If you say you’re kid-owned, kids really have to be making the decisions.
The moment the story breaks, the trust disappears.
This is a critical lesson, especially in education, where families are increasingly skeptical of buzzwords, programs, and promises.
What This Has to Do With Math Education
For decades, math education has been positioned almost exclusively as:
• Fixing deficits
• Catching kids up
• Preventing failure
That positioning quietly tells children something dangerous: math is something you’re either good at or bad at.
At Rocket Club Math, we’ve taken a very different approach.
We believe math should be positioned as:
• Something you belong in
• Something that is joyful and social
• Something kids can feel proud of early, before fear or labels take hold
We focus intentionally on what researchers increasingly call the Math Identity Window, the early years when children form lasting beliefs about whether math feels fun, intimidating, or “for someone like me.”