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Positioning That Worx

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How to create a dynamic positioning matrix.

How to create a dynamic positioning matrix.

Published in Business , Technology
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Transcript

  • 1. It’s Not AboutYou Anymore!
    10/11/2009
    TreeHouse Interactive © 2009
  • 2. Agenda
    Why Positioning Matters
    It’s Not About You Anymore
    The Most Important Marketing Question
    The Positioning Matrix
    Spinning the Threads
    Tying up Loose Ends
    Summary
  • 3. Positioning Matters
    Positioning is
    the most important
    thing.
    Period.
  • 4. Every Position is Unique
    Forget the
    one-size-fits-all
    positioning methods.
    They don’t work.
    Think art, not science!
  • 5. It’s Not About YOU Anymore
    Web 2.0 changed everything.
    Vendors blew it.
    10 Second Rule
    in play.
  • 6. The Most Important Positioning Question
    SO
    WHAT?
  • 7. The Positioning Matrix
    Evidence
    Pivot Points
    Situation @ Hand
    Weave Your Story!
  • 8. Your Positioning Pivot Points
    Market
    Customers you serve
    Company
    Expertise you bring
    Solutions
    Value you offer
  • 9. Pivot Point #1: Your Market
    Think
    Customers
    Focus
    Share your Vision
    Leverage
    Expertise to Educate
  • 10. Pivot Point #2: Your Company
    Think
    Beyond Products
    Focus
    Expertise, Leadership
    Quantitative Evidence
    Leverage
    3rd Parties
  • 11. Pivot Point #3: Your Solutions
    Think
    So What?
    Focus
    Value
    Leverage
    Customer Evidence
  • 12. Spinning the Threads
    Every situation has a story.
    Match your Pivot
    Add Evidence
    Color, Sparkle, Credibility
    Focus on Your Audience!
  • 13. Tying up the Loose Ends
    Test outside
    Train your storytellers
    Nothing lasts forever
    Evolve!
  • 14. In Summary
    Remember
    It’s Not About You!
    Ask
    ‘So What?’
    Always
    Weave a story!
    Be Compelling
    Let others speak for you!
  • 15. Rebel Brown
    • CEO and Chief Spin Doctor, PeopleWhoKnow
    • 16. Corporate, product and go-to-market strategist
    • 17. Consulting over 20 years, 100+ clients
    • 18. C-level execs, Board of Directors, Venture Capitalists
    • 19. Start ups, turnarounds, start-arounds
    • 20. B2B (enterprise & SMB) and B2C markets
    • 21. Author, speaker, blogger
    • 22. Contact: rebel@PeopleWhoKnow.biz
    • 23. Website: www.peoplewhoknow.biz
    • 24. Blog: http://blog.peoplewhoknow.biz
    • 25. LinkedIn: http://linkedin.com/in/rebelbrown
    • 26. Twitter: www.twitter.com/rebelbrown