Captain’s log, stardate 20230317
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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