Positioning and Repositioning

Positioning is how you differentiate yourself in the mind of your prospect. It’s also a body of work on how the mind works in the process of communication. Repositioning is how you adjust perceptions, whether those perceptions are about you or about your competition....

Success

It is perhaps obvious that success should simply be defined as achieving “that which you desire,” especially when framed as the “attainment of wealth, position, honours, or the like.” (Dictionary.com 2018). Unfortunately, in the context of starting or running a...

Unique Value Proposition

A value proposition is a bundle of products, services, and experiences, what I call a solution, that is valuable to a customer segment. A Unique Value Proposition (UVP), also known as a Unique Selling Proposition/Point (USP), is a solution that is to some degree...

Abandon

To abandon some endeavour does not feel a lot like success, but that’s just a point of view. There is a lot of merit in the belief that it is better to try and fail than to fail to try, and to then live out your life not knowing whether your idea (hypothesis) would...

Pivot

To pivot is to turn about an axis, and is a term used in business model development to suggest a change in direction, as in, if something doesn’t work, try something else. For example, if you’re developing a business model to make clothing and your target demographic...

Marketing

Noun – “the company’s customer manufacturing department.”Philip Kotler, Marketing Insights from A to Z, Page xi Noun – “the company’s customer manufacturing and retention department.”Paraphrased by Glyn Davies –...