By the Ocean
Cloudy 69 Degrees
5:53 a.m.
What is it? Who’s it for? What makes it different?
Simple, clear, meaningful answers to those questions are what we’re looking for.
People call this “positioning.” I do a lot of it. Positioning isn’t about where you fit in, it’s really about getting clear on which story it is you want to tell the world about how you make it better.
Once you have your story, you have a direction. And a direction is what creates attraction. You can become SOMEONE, who is going SOMEWHERE. Direction IS clarity that creates more clarity.
This has nothing to do with convincing anyone to do any particular thing. The buyers convince themselves. If you are a “trusted advisor” in the marketplace and you want to keep it that way, then “selling” is off the table.
Because you have control over your story, you are never stuck. There is no such thing as a dead end. With a simple shift in perspective, a pair of fresh eyes, a new big idea that makes your prospects’ eyes open wide, you can bring new life to what you do.
Humans respond to stories. And when you tell them the right one for them, they listen.