January 28, 2020
Positioning For Soloists
This week on TBOA, Rochelle and I ask the question:
“Are you in the best position as a soloist?”
Talking Points
- The definition of positioning
- April Dunford’s components of effective positioning
- Positioning people vs. products
- Focusing on the clients that already love you
- How a soloist can think about forming a positioning team
- Positioning vocabulary
- Charting your point of view
- Alternatives and competitors
- Listing your true competitive alternatives
- Taking inventory of major life experiences
- Positioning exercises
- Mapping attributes to value themes
- Finding a market frame of reference
- Changing your positioning in every place where you exist publicly
- Getting your sound bites down on a single document
Quotable Quotes
“I think what happens a lot of time when soloists struggle with this is that there hasn’t been a deliberate defining of that market.” –RM
“People either get you energized, or they suck it out of you.” –RM
“You want to take financial advice from Warren Buffett, not your buddy who blows his whole paycheck on Keno.” –JS
“If you’ve got some feature or attribute that is unique between you and the alternatives that someone might choose, you still need to translate it for your buyer, who is not your peer.” –JS
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Yours,
—J