Positioning That Worx

It’s Not AboutYou Anymore!
10/11/2009
TreeHouse Interactive © 2009

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

Positioning Matters
Positioning is
the most important
thing.
Period.

Every Position is Unique
Forget the
one-size-fits-all
positioning methods.
They don’t work.
Think art, not science!

It’s Not About YOU Anymore
Web 2.0 changed everything.
Vendors blew it.
10 Second Rule
in play.

The Most Important Positioning Question
SO
WHAT?

The Positioning Matrix
Evidence
Pivot Points
Situation @ Hand
Weave Your Story!

Your Positioning Pivot Points
Market
Customers you serve
Company
Expertise you bring
Solutions
Value you offer

Pivot Point #1: Your Market
Think
Customers
Focus
Share your Vision
Leverage
Expertise to Educate

Pivot Point #2: Your Company
Think
Beyond Products
Focus
Expertise, Leadership
Quantitative Evidence
Leverage
3rd Parties

Pivot Point #3: Your Solutions
Think
So What?
Focus
Value
Leverage
Customer Evidence

Spinning the Threads
Every situation has a story.
Match your Pivot
Add Evidence
Color, Sparkle, Credibility
Focus on Your Audience!

Tying up the Loose Ends
Test outside
Train your storytellers
Nothing lasts forever
Evolve!

In Summary
Remember
It’s Not About You!
Ask
‘So What?’
Always
Weave a story!
Be Compelling
Let others speak for you!

Rebel Brown

CEO and Chief Spin Doctor, PeopleWhoKnow
Corporate, product and go-to-market strategist
Consulting over 20 years, 100+ clients
C-level execs, Board of Directors, Venture Capitalists
Start ups, turnarounds, start-arounds
B2B (enterprise & SMB) and B2C markets
Author, speaker, blogger
Contact: rebel@PeopleWhoKnow.biz
Website: www.peoplewhoknow.biz
Blog: http://blog.peoplewhoknow.biz
LinkedIn: http://linkedin.com/in/rebelbrown
Twitter: www.twitter.com/rebelbrown

Positioning That Worx

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