2Bobs—with David C. Baker and Blair Enns How to Make Horizontal Positioning Work
Aug 14, 2024
David C. Baker, a savvy expert in horizontal positioning strategies, shares his insights on successfully marketing a single service across various industries. He discusses the nuances of horizontal versus vertical positioning, emphasizing the importance of clear market definitions. Baker provides examples of how businesses can identify and target challenger brands effectively. Additionally, he highlights the role of research in enhancing market strategies, particularly for smaller firms, illustrating how authentic connection can drive success.
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What Horizontal Vs Vertical Means
- Horizontal positioning emphasizes what you do across many markets rather than who you serve in one market.
- Vertical positioning emphasizes who you serve (a narrow market) and is easier to find clients for.
Mobile Apps For Field Workers
- A client builds mobile apps for field workers across many industries, which is a horizontal positioning.
- The common need (field-worker mobile apps) gives them a clear, repeatable offer across verticals.
Make Horizontals Addressable
- Avoid weak horizontals that lack addressability like "rebranding for Fortune 5000s."
- Define who the buyer is and when they need the service to make the positioning actionable.