Captain’s log, stardate 20200128

Positioning For Soloists

Sent by Jonathan Stark on January 28th, 2020

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 Buffet, 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