{"id":2294,"date":"2024-12-17T18:17:40","date_gmt":"2024-12-17T23:17:40","guid":{"rendered":"https:\/\/paulsyng.com\/blog\/?p=2294"},"modified":"2024-12-19T16:02:56","modified_gmt":"2024-12-19T21:02:56","slug":"what-challenging-april-dunford-taught-me","status":"publish","type":"post","link":"https:\/\/paulsyng.com\/blog\/what-challenging-april-dunford-taught-me\/","title":{"rendered":"What Challenging April Dunford Exposed"},"content":{"rendered":"\n<p>Over two decades of working across industries and markets, I\u2019ve seen a truth that transcends business: people bring their human nature into their work\u2014with all its habits, biases, and behaviours. The same fears, shortcuts, and aspirations that appear in personal lives also manifest in the professional world, whether we\u2019re aware of it or not. <\/p>\n\n\n\n<p>The corporate need to silo, specialize, and compartmentalize everything\u2014while well-intentioned\u2014often leads to fragmentation, confusion, and, ultimately, redundancy. The problem? Siloed thinking strips work of its most essential layer: <em>human truth<\/em>. This over-specialization creates positioning frameworks and templates that look clean on paper but fail in practice.<\/p>\n\n\n\n<p>I\u2019ve worked primarily with CEOs and founders\u2014the people tasked with creating something entirely new. These are ambitious, sharp, and visionary leaders who, ironically, often struggle to articulate what they <em>feel in their gut<\/em>. They know something, sense it, but can\u2019t name it. <\/p>\n\n\n\n<p>This is where frameworks fail, and textbooks fall short. Because positioning\u2014at its deepest level\u2014isn\u2019t just about \u201cstrategy\u201d or \u201cmarket fit.\u201d It\u2019s about understanding people: their identity, vision for the future, and place in the world.<\/p>\n\n\n\n<p>To do this well, I\u2019ve learned you can\u2019t start with theory. You must start with empathy. You meet them as <em>humans first<\/em>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You understand their context\u2014who they are, what shaped them, and what drives them.<\/li>\n\n\n\n<li>You ask what they\u2019re building\u2014not just a product but a new reality they want to bring to life.<\/li>\n\n\n\n<li>You see the problem not as \u201cbusiness\u201d but as <em>behaviour<\/em>: Why do they feel stuck? What trade-offs are they avoiding? What truths are they resisting?<\/li>\n<\/ul>\n\n\n\n<p>For the nerds, in science, we call this a human-centred approach. Research in behavioural economics and neuroscience tells us that personal and professional decisions are driven by emotions and intuition first, then rationalized later.<\/p>\n\n\n\n<p>Nobel Prize-winning psychologist <strong>Daniel Kahneman<\/strong> describes this in <em>Thinking, Fast and Slow<\/em>: humans operate primarily in \u201cSystem 1\u201d\u2014the fast, intuitive, emotional mind. Business frameworks cater to \u201cSystem 2\u201d\u2014the slow, logical, deliberate mind. However, positioning that resonates requires us to bridge the two: to connect emotionally <em>and<\/em> clarify rationally.<\/p>\n\n\n\n<p>Empathy and deep human understanding also unlock clarity. It\u2019s why great positioning often feels obvious in hindsight\u2014like <strong>Red Bull is performance<\/strong> or <strong>Tesla is the future<\/strong>. These aren\u2019t mechanical constructs from frameworks; they\u2019re intuitive truths rooted in understanding human identity and aspiration.<\/p>\n\n\n\n<p>Positioning begins here: not with spreadsheets or stakeholder matrices, but with people\u2014understanding them deeply enough to capture what they couldn\u2019t articulate themselves. I\u2019ve seen time and again that when you connect with founders\u2019 vision and identity at a personal level, you can help them <em>own territory in the mind<\/em>.<\/p>\n\n\n\n<p>In a world of corporate silos, performative strategy, and jargon-laden frameworks, we need to return to this first principle: <strong>humans first, business second<\/strong>. Only then can positioning move beyond theory into something living, resonant, and real.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">We\u2019ve all experienced moments where we act out of alignment with our values\u2014saying one thing, doing another, and feeling the discomfort it creates. Businesses, made up of humans, struggle with the same tension.<\/h4>\n\n\n\n<p>This brings us to a deeper truth: most businesses\u2014and the people leading them\u2014struggle to see themselves clearly. In the noise of frameworks, benchmarks, and tactical fixes, they lose sight of what they fundamentally are. It\u2019s not for lack of effort or intelligence; it\u2019s because introspection is hard. <br><br>Human nature prefers action over reflection. The discomfort of confronting identity\u2014of deciding what you will be and, equally, what you will not be\u2014often drives businesses toward surface-level solutions that feel productive but solve nothing.<\/p>\n\n\n\n<p>This is why I keep coming back to a simple but profound idea: <\/p>\n\n\n\n<h1 class=\"wp-block-heading alignwide has-text-align-center\">&#8220;Remember who you are.&#8221;<\/h1>\n\n\n\n<p>It\u2019s not just a line from The Lion King; it\u2019s the essence of positioning. True positioning isn\u2019t something you construct; it\u2019s something you uncover. It\u2019s not about what you say\u2014it\u2019s about what you are. When businesses remember this truth, every decision flows naturally, and every action reinforces it.<\/p>\n\n\n\n<figure class=\"wp-block-embed alignwide is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"The Lion King, Mufasa in the Clouds- Remember Who You Are\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/661FpEeDb7g?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>When <a href=\"https:\/\/paulsyng.com\/blog\/why-i-respectfully-disagree-with-april-dunford-on-positioning\/\">I challenged April Dunford<\/a>, one of the most respected voices in positioning, I stumbled upon something far deeper than the debate about tactics versus strategy. (Also, feel free to dive into the <a href=\"https:\/\/www.linkedin.com\/posts\/paulsyng_why-i-respectfully-disagree-with-april-activity-7274041807796150272-86_8?utm_source=share&amp;utm_medium=member_desktop\" target=\"_blank\" rel=\"noopener\">comments on LinkedIn<\/a>.)<\/p>\n\n\n\n<p>At its heart, this was about identity\u2014not what businesses do, but who they are. Along the way, I uncovered how companies often confuse surface fixes with meaningful progress and why organizational resistance, internal politics, and unnecessary jargon obscure positioning\u2019s most powerful truth.<\/p>\n\n\n\n<p>Let&#8217;s get into it. <\/p>\n\n\n\n<h2 class=\"wp-block-heading alignwide has-text-align-center\"><strong>The Surface vs. The Truth<\/strong><\/h2>\n\n\n\n<p>April Dunford\u2019s frameworks are undeniably useful. They help companies\u2014especially in B2B software\u2014define their value props, identify competitive alternatives, and articulate their market fit. These tactical tools help teams make decisions in real-time.<\/p>\n\n\n\n<p>But positioning isn\u2019t what you do\u2014it\u2019s what you are.<\/p>\n\n\n\n<p>It\u2019s not about clever value propositions or categories. It\u2019s about owning mental territory that shapes every action, decision, and innovation.<\/p>\n\n\n\n<p>Tesla doesn\u2019t \u201cposition\u201d cars. They ARE the future of transportation.<br>Red Bull doesn\u2019t \u201cposition\u201d energy drinks. They ARE human performance.<br>Volvo doesn\u2019t \u201cposition\u201d safety features. They ARE safety itself.<br><br>Notice how none of these companies need to say it. <br>Their actions prove it.<\/p>\n\n\n\n<h4 class=\"wp-block-heading alignwide\">As Rory Sutherland puts it, <em>&#8220;The problem with logic is it kills off magic. A great brand or a great idea isn\u2019t always the most rational or obvious one\u2014it\u2019s the one that owns a place in people\u2019s minds.\u201d<\/em><\/h4>\n\n\n\n<p>This is where businesses stumble: they confuse tactical positioning (describing a product) with fundamental positioning (owning a place in the mind). The former is more straightforward to grasp because it\u2019s visible. But positioning done right runs deeper. It\u2019s identity\u2014the core truth that aligns every product, message and move.<br><br>What people don&#8217;t tell you is they crave certainty and simplicity\u2014even when it\u2019s false. Surface solutions provide comfort because they appear clear and actionable, while deeper truths require discomfort, reflection, and ambiguity.<\/p>\n\n\n\n<p>In relationships, it\u2019s easier to blame surface behaviours (\u201cYou don\u2019t text me enough\u201d) than confront root causes of disconnection (\u201cWe\u2019ve grown apart because we\u2019ve changed as people\u201d). Like tactical positioning, focusing on surface issues feels actionable but ignores the fundamental question: What do we want to be for each other?<\/p>\n\n\n\n<p>So why does this fit? Just as relationships require clarity of identity and purpose, businesses need positioning to define what they are\u2014not just fix surface symptoms.<\/p>\n\n\n\n<h2 class=\"wp-block-heading alignwide has-text-align-center\">Startups and the Tactical Trap<\/h2>\n\n\n\n<p>For startups, especially in the &#8216;B2B SaaS&#8217; world, the allure of tactical positioning is almost irresistible. The reasons are understandable: early-stage businesses are often resource-strapped, chasing product-market fit, and under immense pressure to demonstrate quick wins to investors. In this environment, frameworks and templates feel like lifesavers\u2014simple, actionable, and fast.<\/p>\n\n\n\n<p>But here\u2019s the catch: tactical positioning only works when it\u2019s rooted in a clear identity. Without a strong foundation, startups risk falling into what I call the \u201ctactical trap.\u201d (Read &#8216;<a href=\"https:\/\/paulsyng.com\/blog\/the-uber-for-x-trap\/\">Uber for X<\/a>&#8216;)<\/p>\n\n\n\n<p>The tactical trap happens when startups mistake execution for identity. They pour energy into refining their value propositions, building customer personas, or crafting messaging, but these efforts remain surface-level if they\u2019re not tied to a deeper understanding of what the business truly is.<\/p>\n\n\n\n<p>Consider the common startup mantra: \u201cWe\u2019ll figure it out as we go.\u201d While agility is important, this mindset can lead to a reactive approach to positioning. Founders pivot messaging to please early customers or mimic competitors, hoping the market will tell them who they are. But markets don\u2019t define businesses\u2014businesses define themselves.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">The Cost of Tactical Default<\/h5>\n\n\n\n<p>Startups that default to tactical positioning face long-term risks:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Fragmented Identity:<\/strong><br>As messaging shifts to suit different audiences, internal alignment erodes. Teams lose sight of what the company stands for, leading to inconsistent decisions across product, marketing, and sales.<\/li>\n\n\n\n<li><strong>Market Confusion:<\/strong><br>When a startup tries to be everything to everyone, it fails to own any specific mental territory. Customers can\u2019t differentiate it from competitors, and investors struggle to see its unique value.<\/li>\n\n\n\n<li><strong>Misaligned Growth:<\/strong><br>Tactical decisions may drive short-term wins but often create growth paths that conflict with the startup\u2019s true potential. Scaling becomes harder when foundational identity questions remain unanswered.<\/li>\n<\/ol>\n\n\n\n<h5 class=\"wp-block-heading\">The Better Path: Identity-Driven Positioning<\/h5>\n\n\n\n<p>For startups, the solution isn\u2019t abandoning tactics\u2014it\u2019s anchoring them in identity. Before diving into frameworks, founders must ask:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Who are we?<\/strong> What\u2019s the core idea or value we want to own in the market\u2019s mind?<\/li>\n\n\n\n<li><strong>What\u2019s our vision?<\/strong> What future are we creating, and how does this shape everything we do?<\/li>\n\n\n\n<li><strong>What are we not?<\/strong> What trade-offs are we willing to make to stay true to this vision?<\/li>\n<\/ul>\n\n\n\n<p>Startups that begin with these questions build a foundation that guides every tactical decision. Instead of pivoting reactively, they grow intentionally. <a href=\"https:\/\/paulsyng.com\/blog\/start-with-what-end-with-why\/\">Also, start with what instead of why.<\/a><\/p>\n\n\n\n<h5 class=\"wp-block-heading\">A Startup That Got It Right<\/h5>\n\n\n\n<p>Take Slack, for example. In its early days, Slack didn\u2019t position itself as just another workplace communication tool. Instead, it owned the mental territory of \u201cmaking work life simpler, more pleasant, and more productive.\u201d This identity wasn\u2019t just messaging\u2014it shaped the product\u2019s design, tone of voice, and user experience.<\/p>\n\n\n\n<p>Slack\u2019s focus on simplicity and joy wasn\u2019t a tactic; it was its core identity. This allowed it to resonate deeply with users and build loyalty that extended far beyond its feature set.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">A Reminder for Startups<\/h5>\n\n\n\n<p>The early days of a startup are chaotic, but they\u2019re also the best time to define who you are. The tactics will follow naturally when identity leads. Tactical positioning is a tool; identity-driven positioning is the compass.<\/p>\n\n\n\n<p>Startups don\u2019t need to know everything, but they must know themselves. Otherwise, they risk getting lost in the noise, chasing short-term wins at the expense of long-term greatness.<\/p>\n\n\n\n<h2 class=\"wp-block-heading alignwide has-text-align-center\"><strong>The Verb vs. The Noun<\/strong><\/h2>\n\n\n\n<p>During the debate, a critical distinction emerged:<\/p>\n\n\n\n<p>Positioning isn\u2019t a verb\u2014it\u2019s not just something you do.<br>Positioning is a noun\u2014it\u2019s something you are.<br><br>When businesses treat positioning as an exercise\u2014value props, messaging workshops, category design\u2014they reduce it to a tactical action. They check the boxes, follow the framework, and mistake activity for progress.<\/p>\n\n\n\n<p>This creates an illusion of movement. The slides look sharp. The messaging feels clear. But without fundamental alignment around who you are as a business, all that effort remains surface-level.<\/p>\n\n\n\n<p>The map is not the territory.<\/p>\n\n\n\n<p>You can update positioning statements endlessly, but unless the business proves its position through its behaviour, nothing truly changes.<br><br>What is happening under the hood? People define themselves through actions instead of identity because it\u2019s easier to <em>do<\/em> than to <em>be<\/em>. True identity demands commitment, while action allows flexibility and avoidance of accountability.<\/p>\n\n\n\n<p>Think of someone training for a marathon who says, \u201cI run to stay fit.\u201d Compare that to someone who says, \u201cI\u2019m a runner.\u201d The first sees running as an action, something they do occasionally, while the second sees running as the core of their identity. One view is temporary; the other is enduring.<\/p>\n\n\n\n<p>Businesses that treat positioning as something they \u201cdo\u201d are like hobbyist runners. They lack consistency, commitment, and endurance. True positioning\u2014<em>\u201cWe are safety,\u201d \u201cWe are the future\u201d<\/em>\u2014is enduring because it\u2019s tied to identity.<\/p>\n\n\n\n<h2 class=\"wp-block-heading alignwide has-text-align-center\"><strong>Corporate Theater and Performative Progress<\/strong><\/h2>\n\n\n\n<p>Chris Argyris, in his work on Double-Loop Learning, shows how organizations default to surface-level fixes to avoid uncomfortable truths. This happens in positioning all the time.<\/p>\n\n\n\n<p>Here\u2019s what it looks like:<\/p>\n\n\n\n<p>Teams hold positioning workshops that focus on what to say, not who they are.<br>Leaders demand progress, so teams deliver new slides, new messaging, or new categories.<br><br>Everyone looks busy. Boxes get checked. Templates get filled. A deck is uploaded to a digital Narnia never to be seen again. <br><br>But beneath the surface, the business remains confused and misaligned. Why? Because the harder questions remain unanswered:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>What territory do we want to own in the mind?<\/li>\n\n\n\n<li>What do we need to stop doing to claim it?<\/li>\n\n\n\n<li>How do our actions prove this position every day?<\/li>\n<\/ol>\n\n\n\n<p>Performative progress feels good because it\u2019s visible, immediate, and safe. Real positioning work\u2014where companies confront trade-offs and embrace specificity\u2014is uncomfortable. It forces leaders to abandon possibilities, say no to opportunities, and take risks.<\/p>\n\n\n\n<h4 class=\"wp-block-heading alignwide\"><strong>\u201cMost companies are perfectly designed to get the results they\u2019re currently getting.\u201d<\/strong> \u2013 <em>Peter Drucker<\/em><\/h4>\n\n\n\n<p>Truth is, humans are wired for performance\u2014appearing competent matters as much as being competent. It\u2019s why we polish our resumes, stage perfect Instagram moments, or play roles in social settings. Performative effort provides validation, even when it doesn\u2019t produce real outcomes.<\/p>\n\n\n\n<p>Think of a student who spends hours highlighting notes instead of understanding concepts and feels productive but hasn\u2019t learned anything. Highlighting is corporate theatre for studying\u2014visible effort without actual progress.<\/p>\n\n\n\n<p>In reality, businesses often default to performative positioning (workshops, slick slides) because it feels productive. Real positioning\u2014questioning identity, making trade-offs\u2014is harder, like grappling with the concepts rather than highlighting the textbook.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\">The Language Trap<\/h2>\n\n\n\n<p>Unnecessary jargon compounds the problem. Terms like brand positioning, product positioning, and market positioning dilute simple ideas. There\u2019s no need to add modifiers. Positioning is positioning.<\/p>\n\n\n\n<p>The battlefield is singular: the mind.<\/p>\n\n\n\n<h4 class=\"wp-block-heading alignwide\">As Al Ries, the founder of positioning, said: <em>\u201cPositioning is not what you do to a product. Positioning is what you do to the mind of the prospect.\u201d<\/em><\/h4>\n\n\n\n<p>When companies overcomplicate positioning with layers of language, they fragment their identity:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Product teams chase one position.<\/li>\n\n\n\n<li>Marketing claims another.<\/li>\n\n\n\n<li>Sales tells a different story.<\/li>\n\n\n\n<li>Leadership holds yet another vision.<\/li>\n<\/ul>\n\n\n\n<p>The result? Confusion, misalignment, and a business that struggles to connect with the people it serves. <\/p>\n\n\n\n<p>Positioning should be simple: Who are you, and what concept do you own in the mind? Everything else follows.<\/p>\n\n\n\n<h4 class=\"wp-block-heading alignwide\"><em>\u201cA genius hits a target no one else can see. A poet hits a target everyone can see but no one else can hit.\u201d<\/em> \u2014 Arthur Schopenhauer. Great positioning is like poetry\u2014it\u2019s simple, obvious, and undeniable once you see it.<\/h4>\n\n\n\n<p>Overcomplication is a defense mechanism. People use jargon and complex terms to mask insecurity, avoid clarity, or signal expertise. Simplicity, on the other hand, requires confidence and deep understanding.<\/p>\n\n\n\n<p>Philosophers often say, <em>\u201cIf you can\u2019t explain it to a child, you don\u2019t understand it yourself.\u201d<\/em> When someone hides behind terms like <em>\u201cquantum socio-political theory,\u201d<\/em> they\u2019re often masking confusion. By contrast, Martin Luther King Jr.\u2019s <em>\u201cI have a dream\u201d<\/em> speech used simple language to convey profound truths.<\/p>\n\n\n\n<p>Businesses invent terms like <em>\u201cbrand positioning\u201d<\/em> and <em>\u201cmarket positioning\u201d<\/em> to complicate simple ideas. Real positioning, like a great speech, is clear and resonant because it comes from deep understanding.<\/p>\n\n\n\n<h2 class=\"wp-block-heading alignwide has-text-align-center\">Action Proves Position<\/h2>\n\n\n\n<p>The companies that \u201cget it\u201d don\u2019t just talk about their position\u2014they live it.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tesla\u2019s position as the future of transportation drives every choice: EV charging networks, gigafactories, direct-to-consumer sales.<\/li>\n\n\n\n<li>Red Bull\u2019s position as human performance shows up in everything: extreme sports, record-breaking events, and Formula 1 sponsorships.<\/li>\n\n\n\n<li>Volvo\u2019s position as safety shapes product design, advertising, and culture.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading alignwide\"><strong>\u201cYou are what you do, not what you say you\u2019ll do.\u201d<\/strong> \u2013 <em>Carl Jung<\/em><\/h4>\n\n\n\n<p>These companies don\u2019t need to say, \u201cWe\u2019re the safest,\u201d or \u201cWe\u2019re the future.\u201d Their actions make it undeniable. This is what businesses miss when they reduce positioning to messaging. True positioning drives action\u2014and action, in turn, reinforces positioning.<\/p>\n\n\n\n<p>When you know who you are, decisions become effortless. The territory is clear, so every move aligns naturally. Words don\u2019t define who we are\u2014actions do. <strong><em>Humans instinctively trust what people show, not what they say.<\/em><\/strong><\/p>\n\n\n\n<p>Imagine a parent who says, \u201cFamily is my priority,\u201d but consistently misses their child\u2019s events sends a clear message. Conversely, someone who rearranges their work schedule, shows up, and spends intentional time demonstrates their true priorities without needing to declare them.<\/p>\n\n\n\n<p>Tesla, Red Bull, and Volvo don\u2019t need to \u201csay\u201d their positions because their actions prove it. Like a committed parent, their behaviour aligns with what they stand for.<\/p>\n\n\n\n<h2 class=\"wp-block-heading alignwide has-text-align-center\">The Double-Loop Learning Problem<\/h2>\n\n\n\n<p>Why do so many businesses avoid this deeper work? Chris Argyris offers insight: organizations are wired for single-loop learning. They detect surface errors\u2014like weak messaging or unclear categories\u2014and rush to fix them.<\/p>\n\n\n\n<p>But they resist double-loop learning\u2014the process of questioning assumptions, confronting norms, and addressing root causes.<\/p>\n\n\n\n<p>In positioning, this shows up as:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Leaders avoiding trade-offs because they fear being \u201ctoo specific.\u201d<\/li>\n\n\n\n<li>Teams prioritizing visible activity (workshops, templates) over deeper alignment.<\/li>\n\n\n\n<li>Organizations settling for short-term fixes instead of long-term clarity.<br>The irony? Businesses waste more time and energy on surface-level fixes than they would confronting the truth.<\/li>\n<\/ol>\n\n\n\n<p>People avoid confronting foundational problems because it threatens their identity or forces change. This resistance often comes from fear\u2014fear of failure, rejection, or admitting past mistakes.<\/p>\n\n\n\n<p>Like, someone struggling with weight may jump from diet to diet (surface fixes) without questioning deeper habits or emotional patterns driving their relationship with food. Double-loop learning would require asking: \u201cWhy do I eat this way? What am I avoiding or soothing?\u201d<\/p>\n\n\n\n<p>In positioning, businesses jump from one messaging fix to another instead of asking foundational questions: Who are we? What are we willing to sacrifice to own this mental territory? Addressing surface problems avoids the fear of confronting harder truths.<\/p>\n\n\n\n<h2 class=\"wp-block-heading alignwide has-text-align-center\">Respect the Tools, But Go Deeper<\/h2>\n\n\n\n<p>April Dunford\u2019s frameworks are valuable. They provide structure for tactical decisions. But they are tools, not the work itself. Frameworks help you describe the territory. Positioning helps you own it.<\/p>\n\n\n\n<p>The real work of positioning starts with first principles:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Who are we?<\/li>\n\n\n\n<li>What mental territory do we want to own?<\/li>\n\n\n\n<li>How do our actions prove this position relentlessly?<\/li>\n<\/ol>\n\n\n\n<p>Without answering these questions, frameworks are empty.<\/p>\n\n\n\n<h2 class=\"wp-block-heading alignwide has-text-align-center\">Remember Who You Are<\/h2>\n\n\n\n<p>Positioning is about identity. It\u2019s not something you do; it\u2019s something you are.<\/p>\n\n\n\n<p>When I challenged April Dunford, I wasn\u2019t rejecting tactical tools. I was pushing for something deeper. Tools are useful, but they can\u2019t replace the hard work of confronting uncomfortable truths, aligning your business, and proving your position through every choice you make.<\/p>\n\n\n\n<h4 class=\"wp-block-heading alignwide\"><strong>\u201cTo be yourself in a world that is constantly trying to make you something else is the greatest accomplishment.\u201d<\/strong> \u2013 <em>Ralph Waldo Emerson<\/em><\/h4>\n\n\n\n<p>Identity gives people direction and resilience. When people forget who they are\u2014under stress, in uncertainty\u2014they become reactive, inconsistent, and lost.<\/p>\n\n\n\n<p>In The Lion King, Simba becomes aimless and avoids his responsibilities because he forgets his identity. Only when he remembers who he is\u2014\u201cthe son of Mufasa\u201d\u2014does he reclaim his purpose and act decisively.<\/p>\n\n\n\n<p>Businesses behave like Simba when they lose sight of their positioning. They chase markets, tweak messaging, and react to competitors. But businesses that \u201cremember who they are\u201d act clearly and confidently, no matter the conditions.<\/p>\n\n\n\n<p>So, as Mufasa said, \u201cRemember who you are.\u201d<\/p>\n\n\n\n<p>Positioning isn\u2019t a thing you do. It\u2019s a truth you live.<\/p>\n\n\n\n<p>So, remember who you are. Own your position. And let everything else\u2014your strategy, your products, your culture\u2014flow naturally from there.<\/p>\n\n\n\n<p>Because in the battle for minds, the strongest position is always the one you are, not the one you\u2019re trying to claim.<br><br>PS \u2014 April, will you unblock me on Linkedin?<\/p>\n\n\n\n<p>Enjoyed this? Now read <a href=\"https:\/\/paulsyng.com\/blog\/why-calendlys-2024-shift-misses-the-bigger-opportunity\/\">what mistake Calendly is making<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Over two decades of working across industries and markets, I\u2019ve seen a truth that transcends business: people bring their human nature into their work\u2014with all its habits, biases, and behaviours. The same fears, shortcuts, and aspirations that appear in personal lives also manifest in the professional world, whether we\u2019re aware of it or not. The [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2300,"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-2294","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\/2294","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=2294"}],"version-history":[{"count":20,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/2294\/revisions"}],"predecessor-version":[{"id":2331,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/posts\/2294\/revisions\/2331"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/media\/2300"}],"wp:attachment":[{"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/media?parent=2294"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/categories?post=2294"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paulsyng.com\/blog\/wp-json\/wp\/v2\/tags?post=2294"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}