{"id":1921,"date":"2024-07-26T11:51:28","date_gmt":"2024-07-26T15:51:28","guid":{"rendered":"https:\/\/paulsyng.com\/blog\/?p=1921"},"modified":"2024-07-26T11:52:06","modified_gmt":"2024-07-26T15:52:06","slug":"positioning-is-not-about-what-you-say","status":"publish","type":"post","link":"https:\/\/paulsyng.com\/blog\/positioning-is-not-about-what-you-say\/","title":{"rendered":"Positioning is not about what you say."},"content":{"rendered":"\n<figure class=\"wp-block-image alignwide size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1200\" src=\"https:\/\/paulsyng.com\/blog\/wp-content\/uploads\/2024\/07\/image_processing20201022-32460-mtlso9.gif\" alt=\"\" class=\"wp-image-1922\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s far from it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Positioning is about what they think.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Who&#8217;s they?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your world.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You don&#8217;t control positioning.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You influence it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Think of it as mental real estate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prime property in your customer&#8217;s mind.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What&#8217;s your plot?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Is it front and center?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Or lost in the suburbs of irrelevance?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can&#8217;t just claim your spot.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You have to earn it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By understanding.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Deeply.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not your product.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not your &#8220;innovative AI-driven platform.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your customer&#8217;s world.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What keeps them up at night?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What makes them smile? What pisses them off?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That&#8217;s where positioning starts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Before the tagline.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Before the pitch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Before the clever analogies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Positioning happens before you speak.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s the 95\/5 rule of positioning.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">95% understanding.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">5% talking.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Most flip it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They&#8217;re all talk, no substance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Don&#8217;t be most.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dig deep. Do the work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Map the landscape.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Find the gap.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Own it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Positioning isn&#8217;t a marketing exercise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s a business strategy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s not about being better.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s about being relevant and different.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In a way that matters.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not you.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Remember Cirque du Soleil?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not a better circus.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A new category.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That&#8217;s positioning.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tesla?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Not a car company.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A tech company that happens to make cars.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That&#8217;s positioning.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">See the pattern?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s not about features.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s about perception.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s not about what you do.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s about why you do it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s not about being everything to everyone.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s about being something special to someone specific.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, ask yourself:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What space do you own in your customer&#8217;s mind?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you can&#8217;t answer that, you don&#8217;t have a positioning problem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You have a thinking problem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fix that first.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The rest will follow.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Remember: In the battle for the mind, the best position isn&#8217;t on paper or on screen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s in their heads.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Stake your claim.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Own your space.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That&#8217;s positioning.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It&#8217;s far from it. Positioning is about what they think. Who&#8217;s they? Your customers. Your market. Your world. You don&#8217;t control positioning. You influence it. Think of it as mental real estate. Prime property in your customer&#8217;s mind. What&#8217;s your plot? Is it front and center? Or lost in the suburbs of irrelevance? You can&#8217;t [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":"","rank_math_title":"","rank_math_description":"","rank_math_canonical_url":"","rank_math_focus_keyword":""},"categories":[1],"tags":[],"class_list":["post-1921","post","type-post","status-publish","format-standard","hentry","category-syng"],"_links":{"self":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/1921","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/comments?post=1921"}],"version-history":[{"count":2,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/1921\/revisions"}],"predecessor-version":[{"id":1925,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/1921\/revisions\/1925"}],"wp:attachment":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/media?parent=1921"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/categories?post=1921"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/tags?post=1921"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}