Sublime

To be successful today, you must touch base with reality. And the only reality that counts is what’s already in the prospect’s mind. To be creative, to create something that doesn’t already exist in the mind, is becoming more and more difficult. If not impossible. The basic approach of positioning is not to create something new and different, but

Pay attention to the power of word-of-mouth and what people are saying. It can become your de facto positioning, even if your messaging and “official” marketing channels say something else.

Positioning is always a question of dealing with what’s in the mind.

Your Fishing Line is a ten-to-fifteen word statement that succinctly, precisely describes your target and the issue you address (a problem or aspiration).

together. The best part, and arguably the only part of the ocean you can surf in successfully, is where your company’s unique offering caters to a specific type of top client in a repeatable and consistent fashion. History

Discovering the Magic of Pitching a Unique Point of View

The best approach to take in our overcommunicated society is the oversimplified message. In communication, as in architecture, less is more. You have to sharpen your message to cut into the mind. You have to jettison the ambiguities, simplify the message, and then simplify it some more if you want to make a long-lasting impression.

The basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind, to retie the connections that already exist.