Positioning is something many people have heard about, but haven't properly implemented in their companies. Positioning is determining how you fit into the overall market, and has the following characteristics:
- Who you are
- What you sell
- Who you sell to (specifically)
- Your value proposition (why will people buy from you?)
- How you compare to competitors
Companies who are unclear about their positioning will also have sub-optimal marketing and sales. To grow your business, your whole company needs to understand how you fit into the world, and what makes you different and worth doing business with.
Positioning is the precursor to messaging. Without a well-formed position, your message will be unclear. Do you think Domino's Pizza figured out what they were about and the value they delivered when they said, "fresh, hot pizza in 30 minutes or less, or it's free." They were clear about what they offered. Then they created a message to convey that position. And then their sales exploded.
Big Think can help you craft your positioning to assure the foundation for growth.
