When we fail to recognise context, events are misunderstood and energies are misplaced. I think some leaders miss the essential competency of seeing, understanding, and mastering the systemic contexts in which we and others exist. Contact me via e-mail and let’s discuss your context blindspots.
How to influence perception?
Positioning plays a crucial role in defining how a product stands out in the market by delivering specific value to a well-defined group of customers. I think it's essentially about creating a distinct place in the consumer's mind where they perceive the product as uniquely addressing their needs or desires. Starting a conversation with a customer by discussing product positioning is strategic because it sets the stage for understanding the product's relevance and differentiation. By shaping the consumer's perception and expectations, product positioning provides context that answers fundamental questions:
– What is the product?
– What does it offer?
– And why should the customer care?
This context is essential for customers to grasp the value proposition and make informed decisions about whether the product aligns with their needs and preferences.
The hard part is getting it done
The difference between getting noticed and being ignored lies in providing the right content and context for the right audience, the hard part is getting it done! Too often marketing comes at the end of the cycle in creating something, I think marketing is an intentional act and therefore should be integral in the creative process. We should say at the beginning - for people who believe this and want that - I am bringing you something that matches what you believe and helps you get what you want.
Send me an e-mail if you are interested in figuring out how to be honest in the following way:
If I was one of these people who believed in what I say and I knew what I know about this thing, would I buy it? And if one of the people you are speaking about does buy it, would they tell their friends?