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When choosing new positioning, the most common mistake is to do it half-heartedly. It is much better to create a new version and boldly re-orient everything around a new principle than to mildly tweak a few things while carrying a lot of baggage from previous versions of the strategy around with you.
This mean... See more
Nathan Baschez • Good Positioning Makes Everything Easier - Divinations - Every
Evolution towards "function not position" has made modern football more dynamic and unpredictable. Players can no longer be categorized simply by a single position; instead, their roles are fluid and multifaceted, contributing to a team's strategy in various phases of play. This holistic approach to player roles and responsibilities reflects the co
... See moreResearch shows that when people are resistant to change, it helps to reinforce what will stay the same. Visions for change are more compelling when they include visions of continuity. Although our strategy might evolve, our identity will endure.
Adam Grant • Think Again: The Power of Knowing What You Don't Know
So how can we guarantee passing the elevator test? The key is to define your position based on the target segment you intend to dominate and the value proposition you intend to dominate it with. Within this context, you then set forth your competition and the unique differentiation that belongs to you and that you expect to drive the buying decisio
... See moreGeoffrey A. Moore • Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers (Collins Business Essentials)
Strong positioning is centered on what a product does best. Once you have a list of competitive alternatives, the next step is to isolate what makes you different and better than those alternatives.