How to position your business, large or small, by simplifying who you are.

1. Simplifying Who You Are
POSITIONING
YOUR BUSINESS

2. WHAT IS
POSITIONING
It’s how you want your
business and products
to be perceived
in the market.

3. It’s also a comparison of
in your space.
YOU
VS THE
OTHER
GUYS

4. THE BEST
APPROACH IS
TO KEEP IT Simple
Clear
Authentic
Believable
Defendable

5. GOOD
POSITIONING
connects you to your customers.

6. It helps your
customers
understand
why they
should give
you...

7. WITHOUT A
CLEAR MESSAGE
people will
make up stuff
about your
business and
products.

8. Good positioning is unique and
compelling—it differentiates
you from all the other guys.

9. The more complex
the business is,
the greater the
need to be
CLEAR,
CONCISE
AND CRISP.

10. THINK OF
POSITIONING
as a single core
idea that captures
what you are
known for.

11. It’s going to feel
but try to stand for a single idea.

12. Let’s take a look at a number
of familiar brands with
simple, clear positioning.

13. INNOVATION

14. MOTIVATION

15. HAPPINESS

16. FUN

17. PERFORMANCE

18. MAGIC

19. GREAT TASTE

20. LOW PRICE

21. UN-COLA

22. SAFETY

23. SPEED

24. FRESH

25. TOUGH

26. EXTRAORDINARY

27. SERVICE

28. SO WHAT IS
POSITIONING
It’s a core idea that
defines who you
are in the minds of
your customers.

29. It’s important to
STAND FOR
SOMETHING
so you don’t get lost in the crowd.