{"id":2263,"date":"2024-12-11T16:46:31","date_gmt":"2024-12-11T21:46:31","guid":{"rendered":"https:\/\/paulsyng.com\/blog\/?p=2263"},"modified":"2024-12-11T16:46:32","modified_gmt":"2024-12-11T21:46:32","slug":"what-if-you-stopped-saying-and-started-being","status":"publish","type":"post","link":"https:\/\/paulsyng.com\/blog\/what-if-you-stopped-saying-and-started-being\/","title":{"rendered":"What if you stopped saying and started being?"},"content":{"rendered":"\n<p>Most companies have it backwards.<\/p>\n\n\n\n<p>They say, &#8220;We&#8217;re easy to work with!&#8221; in their marketing, while their internal processes, policies, and decisions make life more complicated for customers.<\/p>\n\n\n\n<p>This is the fundamental difference between marketing-driven and positioning-driven businesses:<\/p>\n\n\n\n<p>Marketing asks: &#8220;What should we say?&#8221;<br>Positioning asks: &#8220;What should we be?&#8221;<\/p>\n\n\n\n<p>Let me show you what this looks like in practice:<\/p>\n\n\n\n<p>MARKETING-DRIVEN APPROACH:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Creates tagline: &#8220;We&#8217;re easy to work with!&#8221;<\/li>\n\n\n\n<li>Trains support team to sound friendly<\/li>\n\n\n\n<li>Makes ads about convenience<\/li>\n\n\n\n<li>Tells stories about customer service<\/li>\n\n\n\n<li>Measures message effectiveness<\/li>\n<\/ul>\n\n\n\n<p>POSITIONING-DRIVEN APPROACH:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Asks: &#8220;How can we be the easiest company to work with?&#8221;<\/li>\n\n\n\n<li>Redesign processes around customer convenience<\/li>\n\n\n\n<li>Removes unnecessary friction points<\/li>\n\n\n\n<li>Makes decisions that prioritize ease<\/li>\n\n\n\n<li>Measures actual customer effort<\/li>\n<\/ul>\n\n\n\n<p>The difference?<\/p>\n\n\n\n<p>One is saying.<br>One is being.<\/p>\n\n\n\n<p>One is perception management.<br>One is reality creation.<\/p>\n\n\n\n<p>Look at Amazon.<\/p>\n\n\n\n<p>They don&#8217;t just say they&#8217;re customer-obsessed.<br>Every business decision &#8211; from Prime to 1-Click ordering &#8211; is driven by making things easier for customers.<\/p>\n\n\n\n<p>That&#8217;s positioning driving business strategy, not marketing trying to convince you of something.<\/p>\n\n\n\n<p>Want to test if you&#8217;re marketing-driven or positioning-driven?<\/p>\n\n\n\n<p>Ask yourself:<\/p>\n\n\n\n<p>Are we trying to CONVINCE people we&#8217;re easy to work with?<br>Or are we trying to BE the easiest to work with?<\/p>\n\n\n\n<p>The first is marketing.<br>The second is positioning.<\/p>\n\n\n\n<p>One leads to temporary perception shifts.<br>The other builds empires.<\/p>\n\n\n\n<p>Stop saying what you want to be.<br>Start being it.<\/p>\n\n\n\n<p>That&#8217;s the power of positioning-driven business strategy.<\/p>\n\n\n\n<p>P.S. Next time someone on your team says, &#8220;We should tell people we&#8217;re easy to work with,&#8221; ask them, &#8220;What if we focused on actually being the easiest to work with instead?&#8221;<\/p>\n\n\n\n<p>That&#8217;s where the magic happens.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Most companies have it backwards. They say, &#8220;We&#8217;re easy to work with!&#8221; in their marketing, while their internal processes, policies, and decisions make life more complicated for customers. This is the fundamental difference between marketing-driven and positioning-driven businesses: Marketing asks: &#8220;What should we say?&#8221;Positioning asks: &#8220;What should we be?&#8221; Let me show you what this [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2264,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[75],"tags":[],"class_list":["post-2263","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-feature"],"_links":{"self":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/2263","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=2263"}],"version-history":[{"count":1,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/2263\/revisions"}],"predecessor-version":[{"id":2265,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/2263\/revisions\/2265"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/media\/2264"}],"wp:attachment":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/media?parent=2263"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/categories?post=2263"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/tags?post=2263"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}