2Bobs—with David C. Baker and Blair Enns Seven Positioning Mistakes to Avoid
Jan 30, 2019
Discussing the critical role of positioning for success in creative entrepreneurship, the podcast highlights the seven most common mistakes firms make when positioning themselves. It covers the importance of understanding client perceptions, distinguishing strategy from execution, the value of specialization, meaningful positioning strategies, and common positioning mistakes in marketing tactics.
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Positioning Maps The Business
- Positioning determines who your clients are, what they care about, where to find them, and what to say to them.
- Get positioning right before scaling lead generation to earn a price premium.
Owners Must Decide Positioning
- Socialize positioning but let owners make the final decision.
- Avoid democratizing the choice or diluting sharp expertise by including too many non-owners.
Past Work Can Dilute Future Focus
- Entrepreneurs over-include past work when defining future positioning because they hate feeling wasteful.
- That creates a diluted, accidental-looking positioning that signals shallow expertise.