The Wisdom of Crowds?

Galen De Young | Positioning | March 10th, 2008

Look all too familiar to you?

Getting input from advisors is important. And necessary. But chiseling and rounding your positioning until it pleases everyone inside the company ensures it won’t mean much to anyone outside the company.

Your goal in positioning should be to make it easier for customers and prospects to understand exactly why your company should be one of their top choices, why there are few credible substitutes for your company in the market. Usually, that means narrowing your focus. And that’s likely to scare you. If it doesn’t scare you…if it doesn’t initially make you feel pretty uncomfortable…it probably won’t create meaningful change in your organization or in the marketplace.

The question is whether you want to be safe or successful.

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