The end of the year is fast approaching - and although this is always a busy time in the final push before Christmas, it's also a great time to begin reflecting on your business and preparing for a bigger, better and more successful new year.
Coming up in November is our final M500 event for the year, with the theme being "Innovation and Positioning". Over the next few weeks leading up to the event, I'll be delving into the importance of positioning yet again. I have often discussed positioning with you in these weekly emails, but I keep coming back to this topic and going deeper because it is vitally important to get your positioning right. Everything else follows from there.
(If you get your positioning wrong, you had better surround yourself with people on your team who are better than you are at this. You cannot grow a Productivity Diamond if you don’t get this right. There are no two ways about it!)
How to get clarity over your positioning.
Positioning is about who you are, and why you choose to be that for the people you choose to service.
It's about knowing who you are communicating with, knowing your niche and your specific solution to their specific problem.
How relevant are you to the people you choose to service? What’s the solution you bring to the market?
If you’re having trouble ﬁnding clarity around your positioning, you have a great resource at your disposal: your existing clients! Speak to the people you have already served. Ask them why they came to you in the ﬁrst place and ask them what needs you met for them.
People and positioning are the foundation on which everything else is built
Before you're able to find the right people to join your organisation, you must first know exactly where your organisation fits into your industry. Your positioning will allow you to be totally clear about the most important things your business needs to focus on.
What is your organisation’s position around customer care?
What is your organisation’s position around pride for the solution and uniqueness that you bring to the market?
How are you diﬀerent from the competition?
What is possible in terms of your tribal selling proposition? (Tribal refers to your customers, suppliers, team and strategic partners – the community that deﬁnes you.) Your reputation must be 100% congruent with outcome-based results.
You need to identify the most important aspects of your business in terms of your positioning, and build a team who delivers on that.
It’s about less not more. It’s about quality over quantity. It's about doing ordinary things consistently well. That's how you achieve extraordinary results.
So surround yourself with the right people making the best decisions about who needs to be in your team and supply chain, today and for the future. Create habits and the discipline to follow through and get things done in limited time with zero assumptions.
Once you get all of these elements right, the proﬁts will follow.
It all starts with clarity and alignment around these elements of your business. So, make sure you get these right. They are absolutely non-negotiable for building a successful Productivity Diamond.
Power to you!
Stefan Kazakis on 5 May 2018
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