Position for attention (Position for Growth pt. 1)

As markets saturate and service offerings blur into sameness, your ability to clearly and distinctly position your consultancy can be the difference between growth and stagnation.

This post, the first in our "Position for Growth'' series, guides you through the crucial steps of our stage one proposition, starting with positioning for attention.

The Context

Before diving into the steps of effectively positioning your consultancy, it's crucial to understand the overarching strategy we call The Positioning Arc. This framework is designed to streamline the journey towards distinct and compelling consultancy positioning. It consists of three critical stages: Position for Attention, Position for Response and Position for Conversion. Each stage builds upon the insights and successes of the previous, ensuring a comprehensive and robust approach to positioning.?

Position for Attention is our flagship programme which we’ve been running for over three years, seeing first-hand the transformative impact it can have. We label it as the "pre-marketing" step because throwing your money at marketing is a colossal waste of effort that ends up failing when you have weak positioning. It’s about laying a foundation so strong that all marketing efforts that follow are more effective and less costly. Typically, the Position for Attention programme takes between 1 to 3 months to complete, providing a guaranteed (backed by our Lego Firewalk Guarantee) pathway to distinct positioning.

Market analysis: Understanding the battlefield

Before you can truly differentiate, you need to understand the terrain.

A comprehensive market analysis is your first step. This involves delving deep into the pains your prospects are experiencing, which are often more complex and varied than they appear on the surface.

By engaging with stakeholders - clients, potential clients, and even past leads - you gain valuable insights that go beyond basic market data.

A thorough competitive analysis is also crucial. Who are your direct competitors? What services do they offer, and how are they positioning themselves?

Understanding these elements allows you to find your unique space in the consultancy world.

Position Hackathon: Crafting your unique space

Armed with insights from your market analysis, you’re ready to move into a position hackathon stage.

This intense, focused session aims to harness your team’s creativity to establish up to six clear points of differentiation.

Whether conducted remotely over a few weeks or in a single day-long session, the goal remains the same: to create a differentiation canvas that visually represents how your consultancy stands apart.

This canvas should not only highlight your unique strengths but also align them with the identified market gaps and customer pains.

It’s about connecting your consultancy’s capabilities directly to the needs of the market in a way that is both innovative and actionable.

Validation: Proving your revitalised position in the market

With a newly crafted positioning proclamation, the next step is validation.?

Share your proposed positioning with internal stakeholders and select external clients and “friendlies” that represent your ideal client profile (ICP) to gauge its impact. Does it resonate? Does it reflect their perception of their needs and your ability to meet them? Have you sufficiently improved the old, “control” version of your company and proposition?

This feedback is crucial and can lead to further refinement of your positioning to ensure it hits the mark precisely.

As an aside… Validation isn't just about approval; it's about engagement. The more your stakeholders feel involved in the process, the more likely they are to support and amplify your new positioning.

To conclude

Positioning your consultancy effectively sets the stage for all future growth efforts. It helps potential clients see your unique value and choose you over competitors not because you’re the only option, but because you’re the best fit for their needs.

Ready to differentiate and grow your consultancy? Book a Positioning Primer with me, and let’s craft a positioning that not only stands out but stands the test of market realities and client expectations.