Our free intro call goes up to 55 minutes and includes:

• We introduce each other and set goals
• We assess your positioning on the spot
• I walk you through my positioning process

Positioning is how your product gets compared, because of what you say about it. You can guide the comparison by controlling seven elements:

1. What gets compared (offering)
2. Who compares it (buyer type)
3. Against whom (alternatives)
4. For what characteristics (features)
5. On what criteria (proposition)
6. To do what (job to be done)
7. In what boundary (category)

Done well, a positioning exercise sharpens these seven elements and helps you guide the purchase comparison in your favor.

Branding is a much larger umbrella, where brand identity, brand awareness, and brand values come into the picture.

Positioning is about pinpointing your USP, identifying which sweet spot you should play and compete in, and how you should name and own your niche.

Once you crack the seven building blocks of positioning, we have a solid brief to crack any copy or content. Messaging is about translating your positioning into stuff that will get published on your website, sales decks, and other marketing and sales collaterals.

Positioning requires a different kind of skill and perspective. Plus, having an outsider helps you see what you cannot see, because of being too close to your business. As a Chinese proverb says, "If you want to know what water is like, don't ask the fish."

It takes 3-4 weeks to derive and refine your positioning and to make it bulletproof. And about a week to translate it into a sales deck or a web page. Expect to spend about 10 hours during the entire process, spread over 15-20 business days.

Working hands-on as an independent consultant helps me deliver high-quality work at speed. I prefer to keep it that way.

Typically, clients are more than satisfied with the results. But if that doesn't happen, I work with you to dig deeper into the root causes and fix them. You get unlimited revisions and support until your engagement and conversion KPIs improve, at no added cost.