Can you command a Position?

When you first grasp the concept of Positioning you start to see it all around you; like turning on a light and all that is hidden becomes 3D real. Your Position is the place you hold in the minds of your customers, friends, family and enemies. The way they regard your actions, products and services.

Does that mean that we can just use the word and declare that because of your position, you are the king of the world? Not so fast. It seems that the Build it and They will Come crowd is the nonsense that traps many into the fantasy. Positioning works because it is based on human nature. It can’t be repealed or terminated. It is where you end up in the great vast plane of the prospects’ and customers’ minds. We are animals that live on perceptions, we react to our own needs, wants, and desires. We have inner-dialogue and outer bullshit, making it through the days and telling lies so we can sleep. We don’t get to choose exactly the Position we hold. And once you come to grips with your Position, things can turn because nothing in this universe is fixed. So don’t think your position can’t change. Ask the guys at K-Mart who got blindsided by Walmart. Now don’t despair and think that this is a random walk. Even though you can’t choose your position, you can direct it like a movie, move in a positive direction, watch your competitors confuse the market, and pounce. 

History is filled with stories of those who took advantage of the gaps and drove a wedge into the market. The idea that you can command a Position is what Big Dumb Companies and their Ad Agencies hope that they can do. Do not fall into that trap. Better to explore the market Position and develop a carefully thought out plan of attack. Exploit your Position. If you already have one, be careful that you do not break the frame of authenticity or else suffer the consequences. Positioning is too important to be just a quick checkbox item. It must be nurtured and developed to win in this over-communicated world.

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