Hacking the Sharing Economy with Ryan Gill
Your position refers to the distinguishing characteristics of your firm (i.e. your thinking, products, services, etc.) that create a sustainable competitive advantage. It’s probably the single most important thing a small firm creates; yet, most get it wrong.
My rule of thumb is to craft a positioning statement that holds no appeal to at least half of your potential clients. Be so specific about your offerings or ideal customer that most will opt out. The flip side is that you will become hyper-relevant to a minority of people with whom your firm highly resonates.
Generalists don’t work. Figure out how to be a specialist.