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It’s amazing how often I speak with professional services executives and they ask me about branding, new designs or the need to get noticed more, but miss the most basic of all marketing needs – positioning.

Positioning is easy to understand if you think about it; but not always easy to develop on your own. Ask someone what their core competency is and they have a hard time deciding. Then there’s the competitive positioning that affects what you decide as well.

That’s where a professional marketer can help. Through a series of excercises and discussions you can find your position. But most people don’t want to go through the effort, and not only lose the opportunity to differentiate¬†their firm but will never be memorable to the market.

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