The Great God Positioning


The obsessive search for the Perfect Positioning can often cloud your ability to see what it is you really need to do. Searching for the perfect Positioning become the grail, whereas it is only one tool for achieving your real goal.

So what is that real goal? Is it a revenue target? Is it a “quality of client” target? Is it about profit margins? Presumably these are what is really important to you. But those goals are often being sidelined to spend time worshiping the Great God Positioning.

Here is another way to think about it. Start by visualizing what you want to achieve (revenue, better clients) and work back from that. Ask yourself who can help you achieve it. Figure out what you need them to do to help you. Put yourself in their place and make a smart guess at what they might be wanting. Now you have a way to imagine what you have to tell them, to get them to do what you want them to do.
Work backwards from these questions and answers and you will find the Positioning much easier to nail, and meanwhile you will be clearly aiming at the real goal.