2Bobs—with David C. Baker and Blair Enns Oppositio Singularis: The Positioner's Folly
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Dec 17, 2025 This discussion highlights the pitfalls of agencies claiming specialness in universally accepted virtues. Using humor and relatable examples, they argue that generic positioning fails to differentiate. Real-world marketing claims are dissected, revealing their emptiness. The hosts emphasize the importance of unique expertise over common strengths in attracting clients. They suggest an interesting method to test value propositions by calling competitors. This entertaining banter inspires listeners to rethink their messaging and discover what truly sets them apart.
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Claims Need Real Opponents
- Positioning claims that nobody disputes are meaningless and don't set you apart.
- If no competitor claims the opposite, your message won't attract customers.
Firms Give Predictable Positioning
- David asked firms to send two paragraphs about what set them apart and got predictable, generic answers.
- Responses leaned on vague claims like "our strategy is great" and "our team is the best," even with David in the room.
Why Clients Stay Isn’t Why They Come
- Things clients notice after hiring (team, process, strategy) are not what attracts them initially.
- Those qualities are provable only after engagement and serve as retention reasons, not acquisition hooks.