Positioning

Each week: three ideas to make work better. This week, those ideas will help you differentiate your product or service. “When everybody zigs, zag,” wrote Marty Neumeier in the appropriately named Zag — The #1 Strategy of High-Performance Brands. I read it years ago whilst working at a branding firm…

We need to talk. Tropicana wants us to eat cereal with…orange juice. So they’re launching honey-almond cereal. Personal take: I love cereal and I am not amused. I’m the kind of person that could eat cereal any time of the day. In fact, one of my favourite parts of working…

I reckon many of you reading this are darn cool, interesting, skilled, and talented folk. AND that’s why it’s such a bummer that you’re hunting for clients, and struggling to write and talk about your work in a way that excites you, let alone anyone else. And the answer is…

Positioning in business is always a challenge, but to find your coaching niche seems to be extremely hard. …

Pricing for most businesses is not something they love talking about. For most it is genuinely something that causes a lot of stress and worry. That is because for most businesses it means discussing their low margins, small profits and difficult customers that don’t pay them enough. About time we…

“Because the purpose of business is to create a customer, the business enterprise has two — and only two — basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” — Peter Drucker I believe that…

Services can’t be judged like normal products. They can’t be touched or tested, there are no physical attributes, that give away the quality, no pricey looking packaging, that promises a high quality. Plus, a service can’t be taken back for refund of your money. Sounds like common sense, right? Unfortunately…

Positioning is about applying a systematic, repeatable process to identify my service’s secret sauce, differentiate my offering from my competitors, and translate my positioning into an effective sales pitch. I’m creating a differentiated value proposition based on my service’s unique features and capabilities in this proposal. A positioning problem emerges…

Not just as a Health or Life Coach you have to decide: specialist or generalist? Specialists seem to be everywhere — it almost looks like generalists are not needed anymore. …