Build Resilience Through Relevance
Staying ahead of your competition demands being continually more relevant, more essential
and more responsive than the alternatives.
That means knowing your audiences better than anyone else does and
changing quickly to respond to the inevitable shifts around you.
This is a big departure from the old orthodoxy on strategic positioning
which focuses on building some kind of sustainable advantage through a killer capability. I’ve always
wondered where the customer was in all of that. Where is the ever-changing consumer, client, donor,
patient, investor, member, volunteer, employee...? What matters most to them?
Finding the Sweetspot
Relevance: No matter what the context, I always begin with a fact-based understanding of what your key stakeholders
need and value – through the right mix of internal and external research, consultation and dialogue.
Mastery: Then I look to your internal capabilities – what can you do, create or offer that no one else can. What's the vision you're striving for or the founding purpose that drives you?
Difference: Finally, we understand where you fit in your audience’s ecosystem of options, taking your competitors' and peers' current brand and future intent into account.
At the intersection of these truths is your positioning sweetspot; the core of where you can offer an authentic promise of value to an audience that cares.