The purpose of positioning isn’t just to help the market see you as a credible option.
The purpose is to give you a competitive—and defensible—advantage. To be uniquely qualified to help.
A big part of that process is reducing your competition.
Good positioning focuses on key factors others can’t easily replicate. You go tighter and deeper. More specialized in the areas people care most about. You make the necessary—and difficult—trade-offs.
The more suitable alternatives there are to hiring you, the less leverage you will have.
And the less leverage you have, the less you can charge, the fewer deals you’ll win, and the harder it will be to earn a highly profitable living.
Pick a game you can win.
Pick something you’re uniquely qualified at. Find your sweet spot. Make it your thing.
If you can’t tell the difference between you and your competitors, your clients certainly can’t either.
Reduce the number of suitable alternatives.
—kw