Positioning work fails when the axes come from the marketing team. It works when the axes come from the last twenty buying decisions.
## Build the axes from real trade-offs
Interview recent buyers, including the ones who chose someone else, and record the trade-off they actually made: speed against certainty, price against integration, breadth against depth. Those trade-offs are your axes. Claims are not.
## Choose a position and pay for it
A position is only real if it costs you something: a segment you stop serving, a capability you stop offering, a price you stop matching. Write down what the position forbids, then change the pitch, the pricing and the qualification questions to match.
Where this applies
- Branding
- Consulting
Work with Marsden Advisory
This framework comes from the work Marsden Advisory does. See what they offer, the results they can evidence, and how to start a conversation.
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