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Positioning That Worx

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How to create a dynamic positioning matrix.

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Positioning That Worx

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

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