A year in positioning

As we wave goodbye to 2024, let’s skip the polite small talk and dive straight into the juicy lessons from the year. We’ve crunched the numbers from our Growth Positioning Diagnostic and are serving up the year’s most revealing insights on a silver platter.

If this diagnostic has taught us anything, it’s that there’s plenty to celebrate – and plenty of work to do. So, let’s unpack the wins, the lessons and the unapologetic truths to set the stage for a powerhouse 2025.

1. Messaging isn’t king – it’s the entire monarchy

You know the drill: consistency is key, differentiation is gold and clarity is everything. Yet – when asked to complete the sentence, “We are the world’s only...” (Question 10), only 13% of you could do it confidently. Ouch.

And what about consistency??When asked if your message is consistent across all assets and channels – in marketing, sales and delivery (Question 19) – 36% of you admitted it’s only consistent “on occasion”. It’s time to step up. Clients want to see a consultancy that knows what it stands for – not one that’s sort of figuring it out.

2025 lesson: Stop dancing around your messaging. Own your story. Define what makes you boldly, unapologetically YOU. Then plaster it everywhere – your marketing, sales, delivery and even that forgotten email footer.

2. Outreach that doesn’t make people roll their eyes

Outreach can be the difference between standing out and being sent straight to the spam folder. This year, 48% of you admitted there’s “still some resistance” to how your outreach lands (Question 16). And only 5% said their outreach gets zero resistance. Houston, we have a problem.

What’s the secret? It’s not about shouting louder or pestering prospects into submission. It’s about making every message irresistible. And no, “Just circling back...” isn’t going to cut it.

2025 lesson: Kill the spammy vibes. Make your outreach personal, valuable and conversational. And for heaven’s sake, stop trying to sell in the first email – invite people into a dialogue instead.

3. Stories sell – use them

You’ve heard it before: facts tell, but stories sell. Yet only 15% of you are “Absolutely” using stories and metaphors to demonstrate transformation (Question 17). That’s like owning a Ferrari but refusing to leave first gear.

Stories make your prospects feel something. They turn dry features into real-world benefits. And when done right, they create a connection no competitor can replicate.

2025 lesson: Start weaving stories into everything – tell them about the time your client’s jaw dropped when you doubled their revenue. Or the prospect who finally ditched their risky cold email approach thanks to you. Stories are your secret weapon. Use them.

4. Risk isn’t the enemy – uncertainty is

Clients hate risk. If there’s even a whiff of uncertainty around working with you, they’ll bolt faster than you can say “money-back guarantee.” The problem? 51% of you admitted your risk-reduction strategies are “Kind of” there (Question 12).

Let’s change that. Whether it’s guarantees, trials or ironclad promises, show your prospects you’ve got their backs. Remove the doubt, and the deals will follow.

2025 lesson: Ask yourself, “What’s stopping my clients from saying yes today?” Then, obliterate those barriers. Guarantees, risk-free trials, case studies – whatever it takes. Make it easier for them to say yes than to walk away.

5. Price resistance? It’s a YOU problem

We’ve all been there – the awkward moment when a prospect raises an eyebrow at your price. But here’s the thing: 44% of you admitted pricing resistance is something you “Could do better” on (Question 20).

Newsflash: It’s not about being cheaper. It’s about showing them why you’re worth every penny. Your price needs to scream “value” so loud, prospects won’t dare negotiate.

2025 lesson: Link your pricing to tangible outcomes. Instead of “We cost ￡X,” say, “Our clients typically see a 300% ROI in 6 months.” Boom. Resistance crushed.

6. Stop being “Malcolm in the Middle”

When asked if your marketing and sales messaging is segmented and hyper-targeted (Question 18), 36% of you admitted you’re still “Malcolm in the Middle” – stuck between being too broad and not quite specific enough. That’s a problem. Hyper-targeted messaging isn’t just a luxury anymore; it’s essential.

The more you tailor your message to the right people, the more your audience will lean in. And no, “Our service is for everyone” doesn’t count as segmentation.

2025 lesson: Get hyper-specific with your targeting. Speak their language, address their unique pain points, and deliver offers that feel tailored just for them.

Looking forward to 2025

If 2024 has taught us anything, it’s this: boldness wins. Clients don’t want “sort of” confident providers or “kind of” clear messaging. They want clarity. They want conviction. And most importantly, they want YOU to make them feel something.

So, as we charge into 2025, remember:

• Messaging isn’t just about being seen – it’s about being unforgettable.
• Outreach isn’t just about selling – it’s about starting conversations.
• And risk mitigation isn’t just about making clients comfortable – it’s about making them say “YES!” without hesitation.

Now, go forth and own 2025. No apologies. No holding back. Just bold, unapologetic growth.

Bold moves require bold clarity. Start by getting brutally honest about where you stand.

And before you go, take our Growth Positioning Diagnostic to measure your 'meh' factor and see where you’re shining – or falling short.