Last week, I said that positioning is the foundation on which everything else is built. If you get your positioning right, you have more than half a chance of getting everything else right.
Although it's such a vital aspect of your business, many business owners fail to think about their positioning strategically, which inevitably causes them issues right throughout their business.
So take the opportunity right now to ask yourself these 20 questions about how you position your business.
If you're clear about your positioning and want to grow your business in a strategic way for the long term, you should be able to answer these questions with relative ease.
If you aren't clear about your positioning, now is the time to change that!
20 questions you need to be able to answer.
If you’re having trouble answering these questions, remember to ask your existing clients! Ask them why they came to you in the first place, and see how they respond to these questions.
- What is it, ultimately, that I need this business to be known for?
- What is our current perceived position in the market?
- Is our desired position differentiated enough to carve out a viable market niche?
- Who do I want to attract to my business?
- How much clarity do I have about my target market?
- Can we communicate our unique brand position in a clear and compelling way to our target market?
- What is our pricing model?
- How are we positioning the business to help the market understand that we deliver extreme value?
- What is our extreme solution to their problem?
- Who are we competing against?
- Have we done our competitor analysis?
- What are their strengths and weaknesses?
- What are our opportunities and their threats?
- Do we have the resources to gain and maintain the position we aspire to?
- What are we better at than any other competitor?
- In a world that's becoming smaller and smaller, and combining the high tech with the traditional, what makes us unique in our industry?
- How are we building our unique selling position and combining this with our emotional selling proposition, and ultimately building a tribe or customer-selling proposition?
- How are we setting up our operations to deliver on our position?
- Are we building a team to champion that position, and build profits from that position?
- How do we market and communicate, with consistency, our position in the market?
The more precise you get about your positioning, and the better you're able to answer these questions, the greater your opportunity for success.
Power to you
Stefan Kazakis on 5 May 2018
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