Agency positioning v proposition and whether to pivot…
Small Spark Theory® Episode 41: Robin Bonn
There aren’t enough podcasting hours to do justice to the agency positioning and proposition debate. We’ve explored this before in episode 13 with David C. Baker and then again in episode 36 with master of the agency messaging, Roland Gurney.
But with entire industry sectors in crisis and an uncertain economy ahead it has never been more important for agencies to clearly define and signpost their expertise. So buckle up, we’re going in again!
In this episode we talk to Robin Bonn from Co:definery to get the lowdown on why positioning is dead but proposition is king and the perils of a pivot. Listen in to hear Robin’s top tips and find out how to win a copy of his recommended read: Good Strategy, Bad Strategy by Richard Rumelt
Also mentioned in this episode are the much referenced books by both David C. Baker and Blair Enns (The Business of Expertise and Win Without Pitching, respectively) The Challenger Sale by Matthew Dixon and The Hidden Agenda by Kevin Allen.
You can read Robin’s latest musings here and follow his Marketing Week column here.
If you enjoyed this episode please subscribe and it you really, really want to make my day — why not leave a review on iTunes!
