March 17, 2023

Creative Positioning

Should you get creative in your positioning statement?

It depends.

The word “creative” is a bit slippery here.

If by “creative” you really mean “clever”, then I think the clarity of your message will usually suffer (which is bad).

If by “creative” you really mean “poetic”, then I think the clarity of your message will usually benefit (which is good).

When you look at your positioning statement, are you being clever or poetic?

Yours,

—J