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Positioning

An idea that works

At the core of successful companies there is a powerful differentiating idea. The idea is easy to understand and immediately “positions” the company in the mind of prospects as fundamentally different from the competition. Such an idea is called the “positioning” of the company. It is an essential building block of its “sales machine”. The best army of sales people will not be able to sell a bad idea. But when you have a strong competitive positioning presented as a simple to understand idea, this is where the sales magic starts. A good idea is easy to spread around. It moves from person to person. It will “flow” over the internet as simple text. It almost seems to have its own spreading power without much advertising or marketing. It is easy to build a sales machine around something that just sounds right. All of a sudden things feel as if it is about customers buying rather than about your company trying to sell. You cannot overestimate the importance of having a clear positioning. Without it, the lack of a sales machine may be just a symptom for your other problems. Your company will have no direction. Efforts will be invested in R&D, marketing and sales with no clear guidance. Priorities will be impossible to set. Customers will seem to always have the upper hand in pulling you in every direction with their requirements. Without a focused positioning idea, failure is just around the corner. The positioning idea is even more critical when you are trying to raise funds. To win an investment you must be able to simplify your story to a single winning idea and show a team and a plan that can execute. With customers, your product may compete with 5 others products. With investors, your startup competes for funding with a 100 other companies and the team with the better idea and a plan to execute it is usually the one that gets the money. At FFWD, positioning is our passion. We have developed a unique methodology for startup positioning, focused at finding the idea that will maximize your chances of success and will protect you from a fundamental failure.

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