September 17, 2021

Getting started with positioning

When you’re first searching for an effective positioning statement, it’s easy to get derailed with semantics and end up paralysed.

If you don’t know where to start with your positioning statement, here are the only two starting points that I know of:

Decide who you most want to serve (target market) and then find ways to help them get what they want
Decide what you have the most fun doing (discipline) and then find people who want to pay you lots of money to do it

Of the two, the first is the one I see working more quickly and reliably.

The second is a fallback if you don’t know who you want to serve.

(If you can’t decide on either, wait a year and try again.)

Yours,

—J