Captain’s log, stardate 20210514

Take A Stand

Let’s say you were driving by a business and saw a sign out front that said:

“I help people with problems”

Would you immediately park your car and run inside to find out more?

Would you scribble down the phone number to tell one of your friends about it?

Would you think, “Awesome! That’s exactly what I’ve been looking for!”

No, no, and no.

A vague positioning statement does not connect with anyone.

It’s not credible because it doesn’t rule anyone out.

It doesn’t stake out a claim of expertise in a particular space.

In short, it doesn’t take a stand.

Without that specificity, it is meaningless.

And if it doesn’t mean anything to anyone, it doesn’t mean anything to anyone.

Yours,

—J

share this page on twitterbrowse the archive