Every company, product and service has a position in the marketplace. It might be the least expensive, most expensive or be fairly priced. It might be regarded as traditional, old fashioned or innovative. It might be the leading seller or the second leading seller, be the least or most popular or somewhere in between. It might be the first in quality or not known for quality, be rated the worst in service or average in service or the best in service. It might be the most reliable or the least reliable or be not positioned with regard to reliability, and so on.
Note: Hundreds of market positions are available to companies and their products and services, and most companies and products and services hold multiple positions. For example, a company's products may be positioned as the most expensive and most reliable but company service is the worst in the industry.
The positions a company and its products and services occupy in the marketplace may be wanted or unwanted. They may be fixed or fluid, relatively permanent or changeable, or they be in the process of being changed with purpose or by chance.
Note: Individuals who work as marketers attempt to discover what positions a company and its products and services hold in the marketplace, and if, how and why they are changing. They do this typically through focus groups and with surveys and interviews.
Most Directors and Executive Managers are unaware of all the positions occupied by their company and its various products and services. Those that are knowledgeable about these concepts tend to be engaged in choosing positions for their company and its products and services before mustering the resources needed to achieve them.
Every Director and Executive Manager is either active or passive and proactive or reactionary with regard to affecting their company's positions in the marketplace and those of its products and services. Directors and Executive Managers that are active and proactive need to understand the motivation behind human decisions and behavior if they are to be successful consistently. In short, they need to acquire the knowledge of Humanology®.
If you are a Director or Executive Manager, several options are available to you.
Learn on your own by way of the books and video in the “Learning” section.
Sit in on one of the multiple options for staff learning.
Retain a humanologist to assist you (or your team).
With options #1 and #2 (above), you will become exposed to the nuts and bolts of Humanology®. With that knowledge you will understand why positioning is at the heart of business success, how the right name can win a wanted market position, and how the wrong name can prevent you from obtaining it.
However, a general education cannot get into the specifics with regard to identifing and achieving the best market positions for your company and products and services. To achieve these goals, you will need to select option #3 (direct assistance). If you do, we will help you identify the most enviable positions in the marketplace for your products and services, and we will even assist you in achieving them.
Positioning Contact Form
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