February 28, 2019


Strongly defining a positioning statement for your business is a great way to escape the race to zero. It sets you apart from the crowd. It insulates you against clients asking, “Why are you the most expensive?”

Entire books have been written on the subject of positioning. It’s a big topic. But you don’t need to be an expert to begin to enjoy the benefits of positioning.

For folks who are completely new to positioning, I’ve been having some success with a minimum viable approach that I’m calling an “XY Positioning Statement”.

In 2019, I published a podcast episode with a companion article to describe the concept. If you have a sec to check them out, I’d love to hear your feedback. Please don’t hesitate to reply to this email with any questions, comments, suggestions, cheers, jeers, etc about the topic.

Thanks in advance!