Positioning explained
The external environment is vast, and it’s not enough to simply convince someone that you can do the job they need done. You have to persuade them that you can do the job better than all their available alternatives.
This is positioning. It’s the link between your business strategy and your messaging.
Why should you become known for one thing?
We’re told to specialize early and go as deep as possible — we hear stories of Tiger Woods golfing at age two. But in today’s environment, going too deep in a single niche can be a liability.
What's your first impression saying?
Did you know George Lucas originally planned to open Star Wars with a deleted scene of Luke at the Tosche Station on Tatooine? The scene shows Luke watching a space battle through his binoculars and chatting with his friends about joining the rebellion.
He even included it in his first rough cut, which he screened for several filmmaker friends, including Steven Spielberg.