Showing Up reposted this
Most Marketers don't understand positioning: - They run a 'brainstorming workshop' - They write fancy headlines into strategy slides - They store the deck in a folder, and no one ever use it "Yes we did our positioning, go check file number 57 from August 2021" The truth is that you don't choose a positioning - you forge it. Creating a strategy deck where you write "we are revolutionizing the tech industry with AI" will not make it a reality. (Big news: writing something on a slide doesn't make it magically appear in real life.) When it comes to positioning, here is what truly matter: - The way the market perceives you. - The position you actually take among competitors. - The place your brand occupies in your customers' mind. It's not about what YOU think, it's about what THEY think. Now don't get me wrong, deciding on a positioning is the 1st step: 1. Prioritize one specific opportunity to address 2. Craft your position to solve your audience's problem 3. Understand the competitor landscape 4. Choose a positioning angle and make it clear → This is the strategy groundwork. Mandatory. But the process doesn't stop here. Then you need to: 5. Constantly repeat the same messages across channels That's how your turn your idea (how you want to be positioned) into a reality (how the market actually perceives you). Strategic Decision → Messaging → Market Positioning I've included in the infographic more details about the 5 positioning principles. Follow me Pierre Herubel for daily marketing tips and join my free 5-day course to learn the 5 foundations for a strong content strategy
Kuba Czubajewski
1mo
It takes MUCH more repetition than it seems haha
Devesh Jain ↗️
1mo
Awesome pointers . For early stage founders - How to test positioning ?
Timothé Frin
1mo
It's funny because if I replace 'positioning' with 'Product Vision', your post works 100%. Well done!
Umar Azim Khan
1mo
Startup founders this content is gold come here
Maxim Poulsen
1mo
positioning, especially early on, is a daily exercise it has to live in every single action, in the mind of every employee, and should be constantly refined Pierre
Bryan Kofsky
1mo
This is worth repeating "they store the deck in a folder, and no one ever uses it." What have you seen as the best ways to keep everything top of mind across the org?
Sujoy Basak
1mo
Positioning is the act of making your target audience understand how you are different from others.
Okerosi Davis
1mo
Positioning has to be forged in the 'sweat & blood' of user testing, consistently and obtaining the right messaging to drive the business growth Pierre Herubel
'The Anti-Consultant for Sales-led SaaS Scaleups' → 'Clarity, No BS, Results' | Eliminating the root causes of stagnant growth | Author of The Remarkable Effect ™ | Client stories in About
1moI am not entirely with you that most marketers don't understand positioning (but understand the pun 😉) - what I see virtually all the time, though, is that they're 'handicapped' in doing positioning (I am specifically talking marketers in the Sales-Led SaaS space for transparency) Here's what's creating that handicap: 1) Complacency - so often companies start telling themselves stories that they come to believe as the truth (while it's far from that) 2) Blindspots - they're too close to the problem and the product to see what's the DNA that actually sets them apart (missing that forces them to seek their differentiation in the table-stake stuff) 3) Bias - no matter how hard they try - the see things the way they see them - so it becomes hard to unsee it. Blend this together and you have a sizeable handicap. The problem - it grows as the size of the company / maturity of the company grows. Do you see the same?