Positioning: How Ideas Go from Person-to-Person

When you have an idea it’s nothing more than a thought, until an actual product or service is created.

Now, before you even think about creating a product or service you MUST have ideas that spread because the ideas that spread, win.

Ideas are like riders and they need a horse to go somewhere and interact with the outside world. So,  if you have a terrific idea, but you can’t find a way to connect it to a medium to travel, nothing happens, there’s no activity, you end up with a static marketplace.

Ideas that spread quickly are called “going viral” and are more likely to succeed than ideas that don’t. So, again if we think about something “going viral” like a virus, they need to spread through some form of transmission like a sneeze, cough, or handshake and then that virus (idea) goes to the next person.

For your idea to travel you have to connect it to something or someone. For example: If I ask you to describe what 7-Up is? It’s the uncola and if you ever had a coke you already know what 7-Up is and you immediately know what its position is in the soft drink market.

This is called positioning and one way to inject your idea into someones head is to find someone else who is already in their head and hang something right next to it.

Positioning involves planting “seeds of perception” in the minds of prospects and customers, which by the way are already crowded.

Some small business examples are:

  • The Vegan Chef. Take-out meals for vegans—positioned in the minds of vegans wanting take-out meals.
  • 48 Days. Meaningful, purposeful and profitable work in 48 Days—positioned in the minds of job seekers wanting change in 48 Days.
  • Expert Plumbing. We never close—positioned as being open for your emergencies 24/7.
  • Indispensable Marketing. Marketing solutions that are absolutely essential for success—positioned as vital and needed marketing help to grow your business.

When carving out a position in a noisy world for your service, product, or brand consider these two as a criteria:

  1. Be remarkable. What one thing can you say that positions you as the only company in the world (your customers world) that can do it? Go for the edges—the greenest, fastest, best, largest, most convenient, privileged, open sourced, proven, cutting edge, risky, safe, new, classic, and etc.
  2. Make it benefit-oriented. You know your niche market (a segment of mainstream). You know what they want and need. You know what will satisfy them the most and what will keep them coming back to you. What will always keep you at the top of their mind from an awareness point of view? What will always keep you at the top of their wallet from a purchasing point of view?

Question: Do you have a better understanding of positioning and how it could benefit you?