October 31, 2026

Do I need to have my positioning figured out before I start?

Over the years, I’ve talked to lots of coaching students who wanted to start something but put it off because they didn’t have their positioning figured out.

They say something like,

“As soon as I figure out my positioning, I’ll be able to...

...start a mailing list.”

...start going on podcasts.”

...start networking for new business.”

And yeah, sure, it’s great to have your positioning figured out before engaging in marketing and biz dev activities like these.

But at the same time, engaging in activities like these can be a great way to figure out your positioning.

Why is that?

Because these activities lead to introductions, and when someone introduces you to someone else, sometimes they come up with a perfect positioning statement for you totally by accident.

All you need to do is pay attention so you notice when it happens.

So...

If you’ve been thinking really hard for a really long time about what your positioning should be and still haven’t figured it out, maybe just move forward with whatever you’ve got.

Any decision is better than no decision.

Yours,

—J

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