(And why it breaks my brain while costing you millions)
Imagine you’re at a fancy marketing conference.
I’ve been there, so follow along.
The keynote speaker, a self-proclaimed “positioning expert,” takes the stage.
“Positioning is all about finding your niche and crafting the perfect tagline,” they declare confidently.
Now, I’m tuned out and imagining what’s for lunch.
Back to the story.
You can almost hear the collective whoosh of pens scribbling notes.
But, the truth is, this ‘expert’ is a moron.
And it’s not just a tiny misunderstanding.
It’s a fundamental misconception that’s leading businesses and professionals astray.
First of all.
Many “positioning experts” conflate positioning with niche, value prop, or unique selling prop (USP).
They’re not the same thing.
(skip to the sexy table below to see the answer)
And.
Others limit positioning to a mere communication tactic.
A way to “message” your product or service.
My head is going to explode.
It misses the point by a galaxy.
So, what is positioning, really?
Positioning is a strategic decision.
It informs business (inside-out) and brand (outside-in).
More on that in a minute.
Hang in there.
It’s not just about how you talk about your product.
It’s about what your product fundamentally is.
Think about Volvo.
Their positioning isn’t “we make safe cars.”
Their positioning is safety itself.
Håkan Samuelsson, former CEO of Volvo Cars, put it perfectly:
“Our vision is that by 2020, no one should be killed or seriously injured in a new Volvo car.”
This isn’t a marketing slogan.
It’s a mission that influences everything: how they design cars, who they hire, their company culture, and their crash test demonstrations.
It’s NOT a marketing ploy.
It’s their reason for being.
Now, let’s talk about Tesla.
Many would say their positioning is “electric cars” or a version of that.
But that’s fake expert surface-level thinking we’re trying to avoid.
Tesla’s true positioning is the future of transportation.
Elon Musk himself said:
“The overarching purpose of Tesla Motors (and the reason I am funding the company) is to help expedite the move from a mine-and-burn hydrocarbon economy towards a solar electric economy.”
This is why they’re not just making cars.
They’re revolutionizing battery technology, creating charging infrastructure, and even venturing into space travel.
See the difference?
Positioning isn’t about finding a niche or crafting a catchy slogan.
See how dumb that sounds now?
It’s about making a fundamental decision about what your business stands for.
Now, let’s discuss how positioning informs your business and brand.
Inside-out, it drives your business strategy.
It informs every decision, from resource allocation, organizational design, and product development to hiring.
Outside-in, it shapes your brand strategy.
It’s not just what you say about yourself but what others say about you.
This is where many experts stumble.
They focus solely on the outside-in perspective.
On how to “position” yourself in the customer’s mind.
But that’s only half the story and another red flag.
True positioning starts from within.
It’s the core promise your business makes to the world.
And here’s the real magic:
When your inside-out (IQ/business strategy) aligns with your outside-in (EQ/brand strategy), that’s when businesses genuinely soar.
(Read ‘Your business is your brand’ if you care.)
Apple doesn’t just say they’re innovative.
Innovation is baked into every aspect of their business.
Amazon doesn’t just claim to be customer-centric.
It’s the driving force behind every decision they make.
Jeff Bezos, Amazon’s founder, famously said:
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”
These companies aren’t just “communicating” their positioning.
They’re living and breathing it.
So, what does this mean for you?
It means positioning isn’t just a marketing or form of communication exercise.
It’s a fundamental business decision.
It’s not about what you say.
It’s about what you do.
It’s not about finding a niche.
It’s about defining who you are as a company.
And most importantly, it’s not a tactic.
It’s a strategy that shapes every aspect of your business.
As Peter Drucker, the father of modern management, wisely noted:
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
This is what true positioning achieves.
It’s not about convincing customers to buy.
It’s about aligning your entire business with what your ideal customers truly need and value.
So, the next time someone talks about “positioning your product,” ask yourself:
Is this really about positioning?
Or do they need help picking a niche or crafting their value prop or USP?
Remember, true positioning goes beyond words.
It’s the very essence of your business.
And that’s what many experts are missing.
In the words of Simon Sinek, author of “Start With Why”:
“People don’t buy what you do; they buy why you do it.”
Your positioning is your ‘why’.
It’s the reason your business exists, the problem you’re truly solving, the change you’re making in the world.
Get that right, and everything else falls into place.
So, take a hard look at your business.
Is your positioning as clear as Tesla’s?
As foundational as Volvo’s?
Does it inform every decision you make?
If not, it’s time to realign your atomic core.
Remember, in the business world, it’s not the biggest or the loudest that win.
It’s those with the clearest sense of who they are and what they stand for.
That’s the power of positioning.
And that’s what will set your business apart in ways that no clever tagline or niche selection ever could.
Here’s a helpful table to put a ribbon on it but first, the basics:
- Positioning: (we’ve already covered this above)
- Niche: The specific market segment or audience the company primarily serves.
- Value Proposition: The overall promise of value to be delivered to customers, addressing their needs and pain points.
- Unique Selling Proposition (USP): A specific feature or aspect that sets the product apart from competitors in a tangible way.
| Company | Founders | Positioning | Niche | Value Proposition | Unique Selling Proposition (USP) |
|---|---|---|---|---|---|
| Supreme | “Supreme is not about putting our logo on a ton of random stuff. We’re selective. It’s about making something interesting.” – James Jebbia, founder | Authentic streetwear culture | High-end streetwear | Exclusive, limited-edition streetwear that defines urban culture | Scarcity model with “drops” and collaborations |
| Dove | “We believe that beauty should be a source of confidence, not anxiety.” – Sylvia Lagnado, former Global Brand VP | Real beauty and self-esteem | Personal care products | Beauty products that celebrate real, diverse beauty | Moisturizing formula with ¼ moisturizing cream |
| RedBull | “Red Bull gives wings to people and ideas.” – Dietrich Mateschitz, founder | Pushing the limits of human performance | Energy drinks | A beverage that “gives you wings” – enhancing physical and mental performance | Unique blend of stimulants and association with extreme sports |
| Dyson | “There’s always a way to make it better, you just have to find it.” – James Dyson, founder | Relentless innovation in household technology | High-end home appliances | Revolutionary products that solve everyday problems through engineering | Bagless vacuum technology and high-performance air multiplier fans |
| Rapha | “We’re not selling clothes, we’re selling cycling.” – Simon Mottram, founder | The essence of road cycling culture | High-end cycling apparel and accessories | Premium cycling gear that embodies the spirit and culture of road cycling | Blend of performance and style in cycling wear |
| Volvo | “Our vision is that by 2020 no one should be killed or seriously injured in a new Volvo car.” – Håkan Samuelsson, former CEO | Safety as the core of automotive design | Family-oriented vehicles | Cars designed with safety as the primary concern | IntelliSafe technologies for accident prevention and protection |
| Tesla | “The overarching purpose of Tesla Motors is to help expedite the move from a mine-and-burn hydrocarbon economy towards a solar electric economy.” – Elon Musk | The future of sustainable transportation | High-end electric vehicles | Cutting-edge electric cars that don’t compromise on performance or style | Over-the-air updates and industry-leading battery technology |
Don’t let the ‘fake experts’ fool you again. Now, go help your clients figure out their actual positioning.
Also, if you enjoyed this, I recommend reading “Do you have a positioning problem?”
You’re welcome.
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