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!10/11/2009TreeHouse Interactive © 2009

2. AgendaWhy Positioning MattersIt’s Not About You AnymoreThe Most Important Marketing QuestionThe Positioning MatrixSpinning the ThreadsTying up Loose EndsSummary

3. Positioning MattersPositioning is the most important thing. Period.

4. Every Position is UniqueForget the one-size-fits-allpositioning methods.They don’t work.Think art, not science!

5. It’s Not About YOU AnymoreWeb 2.0 changed everything.Vendors blew it.10 Second Rulein play.

6. The Most Important Positioning QuestionSO WHAT?

7. The Positioning MatrixEvidence Pivot PointsSituation @ HandWeave Your Story!

8. Your Positioning Pivot PointsMarketCustomers you serve Company Expertise you bringSolutionsValue you offer

9. Pivot Point #1: Your MarketThinkCustomersFocusShare your VisionLeverageExpertise to Educate

10. Pivot Point #2: Your CompanyThink Beyond ProductsFocusExpertise, LeadershipQuantitative EvidenceLeverage3rd Parties

11. Pivot Point #3: Your SolutionsThinkSo What?FocusValueLeverageCustomer Evidence

12. Spinning the ThreadsEvery situation has a story.Match your PivotAdd EvidenceColor, Sparkle, CredibilityFocus on Your Audience!

13. Tying up the Loose EndsTest outsideTrain your storytellersNothing lasts foreverEvolve!

14. In SummaryRememberIt’s Not About You!Ask ‘So What?’ AlwaysWeave a story!Be CompellingLet others speak for you!

15. Rebel BrownCEO and Chief Spin Doctor, PeopleWhoKnow