Developing a positioning strategy for a startup business, is always deliberate and can be a very involved and daunting process for the first-time entrepreneur.
A positioning strategy helps a business communicate to the market the best benefits of their product.
It involves analysis of your customers, your competitors and of course, your own strengths, weaknesses, resources and so on.
You may decide to position your product as a premium provider that is associated with high quality and may be considered expensive compared to other options.
Or you may want to be the cheapest, the quickest, the most Australian, the most environmentally friendly, the coolest, etc.
As a business matures, it may re-position itself away from a niche product towards a more mainstream position. Or it might go the other way.
When things change, businesses will sometimes respond with a different positioning. For example, McDonald’s responded to healthier eating patterns by re-positioning themselves not just as a burger restaurant, but as a fast-food provider for all tastes.
But it’s not just businesses that are concerned with positioning.
The bible is full of stories of God maneuvering people into and out of positions. Unlike the deliberate planning of business positioning, the bible stories show protagonists completely unaware of the positioning process.
Esther was forcibly removed from her homeland into a foreign palace “for such a time as this”. Often these people spend significant time with no idea what is going on… until the moment reveals the significance of where they are.
I had one of those moments this week.
I found myself perfectly positioned to talk to Australia’s first female Muslim member of Parliament, Anne Aly. It was a surprisingly emotional conversation as she shared her anticipation at the diversity of voices in the upcoming parliament. And I shared how my idea of heaven is where every tribe and every voice is included.
When I said yes to “Project Double D” all I knew was a Double Dissolution election would more than likely be called. I didn’t know which candidates would nominate. I certainly didn’t know that in a few short months, I’d be positioned as an eyewitness to political history.
The thing is the project was not one of the most enjoyable projects I’ve ever been a part of. So next time, things aren’t going as well as I’d hoped – I’m going to try and keep in mind that it may be positioning me for something way more significant than I could ever understand, let alone be aware of beforehand.
I feel like there’s a lot of people who are going through major changes this year in preparation for new positions after this. You may have tried analysis of your own strengths and weaknesses and resources … and still have no idea now what is happening or why, yet.
As they say in the entertainment industry…. stay tuned!