Cage Match: Positioning v. Elevator Pitch

Cage Match: Positioning v. Elevator Pitch
A while back, we taught a workshop for the Accelerator participants at the University of Chicago’s Polsky Center for Entrepreneurship about positioning statements and marketing plans. In the attached video segment, you can see how we helped the entrepreneurs differentiate between positioning and an elevator pitch, and to understand when and...

Be Everything to Everybody

Be Everything to Everybody
One of the most memorable Saturday Night Live skits from my childhood was the commercial for the made up product Shimmer featuring Gilda Radnor and Dan Akroyd. Perhaps I can even trace my marketing beginnings to that long ago parody – it certainly stuck in my memory! The premise of the commercial was that NEW Shimmer could be used as both a...

[Podcast] How to Craft Your Company’s Positioning Statement

I was privileged to be a guest on a Vistage Executive Street podcast last week! In the podcast, I discussed market positioning with the program’s host, Srinivas Rao. We talked about practical steps companies can take to develop their positioning statement. We also talked about the parts of the positioning exercise that typically give our...

Positioning Process Overview

Last month I was preparing to conduct a positioning workshop for a client. The CFO sent me an email that said: “Is it possible to give me an example of what a positioning statement looks like? I think I understand the concept, but not sure how it looks or will be used…” It occurred to me that my response to him could be useful for...