By the Ocean
Partly Cloudy 70 Degrees
6:06 a.m.
Positioning is about where you fit.
There’s space somewhere for your business to go and the challenge is to figure out exactly where that is.
The funny part is that, unlike putting a box on a shelf, you actually get to make up the space on the shelf where the box will sit. There doesn’t even need to be space available, because you are able to create it out of nothing.
You get to define it. You get to give it specific characteristics. You get to say what it means, what it stands for, why it exists.
The shelf has some unique characteristics too. It’s not static. It changes. It flows. It can do this because the shelf is the mind of your buyer.
All of this adds up to an almost infinite number of variables that need to be tuned just right so that, when you show up, someone says: “I want that.”
Luckily, we have a few constraints:
- We have WHO YOU ARE.
- We have WHAT YOU WANT.
- We have THE PEOPLE YOU WANT TO SERVE.
That’s a good start, but it still leaves us with a lot of choices. Choices about which version of the truth we want to offer to the world.
The art of positioning is available to anyone because you don’t need your prospect’s participation to do it. You control all of the factors about how you choose to show up. And you can change them at any time, as many times as you want.
It is one of the purest forms of alchemy I’ve experienced. I know because I do a lot of it. I see the magic happen. Positioning can transform confusion into clarity, which is usually a prerequisite for MONEY.
One of the biggest challenges in business isn’t trying to get more power, it’s remembering just how much power you have.