Positioning Value

Remember When We… (Issue 788)

In which we are encouraged to remind our clients, from time to time, all that we’ve done for them. Read more »

Niche or Get Smoked (Issue 780)

In which we are reminded: Find a niche and specialize… or get smoked. Read more »

Hot Rods (Issue 779)

In which we are reminded that buyers have so many choices that, no matter how much work we invest in differentiating the details of our products, they remember only one or two IF they distinctly stand out. Read more »

The Best Parts First (Issue 777)

In which we are reminded to tell the best parts of our story (i.e. our results, our value) first in three (or fewer) simple sentences. Read more »

Stories Our Clients Tell About Us (Issue 776)

In which we are reminded to ask our clients and prospects to comment on their positive experiences of us on LinkedIn. Read more »

Varietal Focus (Issue 771)

In which we are reminded that tight focus and strong expertise brings customers to us. On the road, looking for wine to take to a friend. Two wine stores within 100 yards of each other. I picked the closest one. After introducing myself to the store’s owner, Jeanne Robert, I asked him, “What’s the difference … Read more »

(Maintaining A) Wide View (Issue 762)

In which we are reminded that, if we want our clients to embrace us as advisors, it helps to maintain a wide view of what’s happening the in the business world. Read more »

Layers of Flavor (Issue 760)

In which we are challenged to communicate the experiential aspects of our products to distinguish them and stimulate client hunger for them. Read more »

Burnt Sugar (Issue 759)

In which we are encouraged to develop a clear distinction, no matter how small, to differentiate ourselves from others and attract referrals. Read more »

Not Thirsty (Issue 752)

In which we are reminded that, even if we provide water, horses won’t drink if they’re not already thirsty or if we can’t convince them that drinking now would be a really good idea. Read more »