MARKET POSITIONING
Do you ever have the feeling that people get the wrong idea about your business?
Do you sometimes feel like a little insignificant fish in an enormous ocean? Does it feel like you're fighting for scraps in the alley? We can help. If any of those statements resonate, then chances are, you've ended up in the wrong marketing position. It's probably no one's fault. Just like a financial portfolio will shift over time and must be rebalanced, the same happens to your strategic market position. The market changes, your business evolves and grows, new players enter, old competitors fold. Perhaps most of all, consumer expectations progressively change with every year that turns. If there isn't someone in your company who's sole occupation is to monitor and adapt your market positioning, then it is likely you'll drift over time, even if you started in the right place. Just look at Yahoo, now in the process of reinventing itself. But this isn't just a topic for established enterprises. It's also common -- especially with startups -- to encounter a business that has never truly thought about their strategic positioning. They suddenly wake up and realize they're playing in the wrong league, or addressing the wrong audience, or pigeonholed into a crowded and undifferentiated market. Another online dating website? Right. The hardest thing of all is to completely invent a new category for your business, and do the market development and thought leadership work to establish that new territory as something people recognize and need to be shopping for. Positioning (and repositioning) your business may be one of the most important things you think about, and it's an area where an outsider with fresh vision can be incredibly valuable. If you've read this far, then we should probably talk about your business. |
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