Question 1

What is the difference between positioning and messaging?

Accepted Answer

Positioning is the decision: who you are for, what you replace, and why you win. Messaging is the language that carries that decision into the site, the deck and the sales call. Messaging without a positioning decision underneath it is just rewriting.

Question 2

How do I know if I have a positioning problem?

Accepted Answer

Three signs: every rep describes the company differently, you keep losing to “do nothing” rather than to a competitor, and buyers understand the product but do not move. Long cycles and price pressure are usually symptoms of the same thing.

Question 3

How do you test whether positioning works?

Accepted Answer

Whether a buyer can repeat it. They have to sell it inside their own organisation while you are not in the room. If they cannot repeat it, they cannot champion it, and the deal dies in a meeting you never attend.

Question 4

How long does positioning work take?

Accepted Answer

Engagements start at three months. The positioning decision itself comes early; most of the time goes into the rollout, which is the part that actually changes anything.

Question 5

Do you rewrite the website as part of this?

Accepted Answer

Usually, yes. Positioning that lives only in a document changes nothing. It has to reach the homepage, the sales narrative and the content calendar to be worth anything.

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