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.
23:25
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Quick takeaways
- Horizontal positioning allows firms to serve multiple verticals with specialized services, diversifying their client base while ensuring focus.
- Research is essential for enhancing horizontal positioning, helping companies understand market needs and tailor strategies effectively for targeted outreach.
Deep dives
Understanding Horizontal Positioning
Horizontal positioning refers to offering specialized services across multiple verticals rather than focusing on a single industry. It contrasts vertical positioning, where a firm tailors its services to a narrow field defined by specific industry codes. For example, a company that creates mobile apps for various types of workers, such as plumbers or field surveyors, exemplifies horizontal positioning as it serves diverse sectors with a common need. This approach allows firms to diversify their client base while maintaining a focus on the service they provide.
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