Mountains of Arizona
Sunny 86 (Still Hot!) Degrees
1:36 p.m.
When I first learned about “positioning,” I drank a fair amount of guru Kool-Aid that led me to believe it was something that was carefully created and constantly monitored. You meticulously craft it and you make sure you never mess it up.
I’ve known people who work really hard at this.
When you suggest X or Y as a course of action to those people, they’ll say, “I could never do that. That would mean people might think something about me I don’t want them thinking [like I’m HUMAN and fallible].”
This is fear talking. It’s insecurity talking. And it’s a whole bunch of emotions that having nothing to do with service or mastery or excellence or LOVE or anything that brings LIFE.
I’ve come to realize I had it pretty much backwards for a while. And I’ve grown up enough to understand that doing positioning this way just to get “MONEY” really says more about you than anyone else.
Positioning as an Incomparable Expert isn’t about crafting something that really doesn’t exist. It’s not about keeping up appearances so you can sell more crap.
It’s about communicating something, very clearly, so that the people you care about helping actually understand.
It’s not about making up a story, it’s about communicating the one you’ve got in a way that makes YOUR story unlike anything else.