The document discusses how positioning is the most important thing for marketing. It argues that positioning is no longer about the vendor or company, but rather the customer and the value provided to them. It introduces a positioning matrix framework with three pivot points: the market or customers served, the company's expertise, and the solutions or value offered. It stresses the importance of weaving a compelling story around these points with evidence and focusing on the audience. The summary emphasizes that positioning is not about the company, but rather asking "so what?" and compellingly communicating value to customers.

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!

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