Ever notice how some positioning exercises energize your team, while others feel like pulling teeth? It’s because there are two fundamentally different approaches to positioning:

The Push Method

The Push method treats positioning as something external, something done to a company. Consultants parachute in, armed with frameworks, terminology, and complicated jargon.

It’s impressive. It’s thorough. And it almost always creates resistance.

Why?

Because push positioning introduces foreign concepts, it feels artificial, forced, and disconnected from reality. It demands compliance rather than fostering understanding.

Teams nod along but rarely fully embrace it.

The Pull Method

Pull positioning, on the other hand, is about uncovering what’s already true. It doesn’t impose, it reveals.

Great positioning already exists within a company. It’s buried beneath layers of confusion, outdated ideas, or tactical distractions. Pull positioning helps teams rediscover and articulate the core truth they’ve sensed all along but couldn’t quite grasp.

It’s intuitive. It’s natural. It pulls teams in, ignites curiosity, and builds momentum effortlessly.

Instead of pushing something new, pull positioning illuminates the clarity and conviction teams already possess but have yet to voice.

Why Pull Beats Push Every Time

When you push positioning, you amplify noise and add unnecessary complexity. The result? Months of internal debates, alignment challenges, and frustrated teams.

When you pull positioning, you strip away the noise, clear the clutter, and provide teams with a language that resonates deeply because it’s their own truth, finally articulated.

People naturally lean in. They buy in quickly. Alignment isn’t a painful process but a natural consequence.

Recognize the Signs

Are your positioning sessions filled with debates over terminology or genuine excitement around clarity?

Does your positioning simplify decisions or create more confusion?

Push creates resistance.

Pull creates resonance.

Moving Forward

Next time you face positioning confusion, don’t ask: “What new strategy do we need to introduce?”

Instead, ask:

“What powerful truth already exists here, waiting to be uncovered?”

Choose the pull method when doing positioning, and watch your team naturally align around clarity and conviction.

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