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“You have no right to go before a public without an adequate technique. You have to have speech, and it's a cultivated speech.” Martha Graham, pioneer of modern dance
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“You have no right to go before a public without an adequate technique. You have to have speech, and it's a cultivated speech.” Martha Graham, pioneer of modern dance
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Market positioning is about credibility. How will we guard ours?
Comparison of a brand directly to others misses the point. The better self-assessment is to ensure that stakeholders' experience of credible positioning is continuously improving, lest it regress compared to customer or competitor knowledge alike. Credibility comes from experience—and yet too often, we face a double bind: experience is required to qualify for the very experience we need to gain. And it's too often easy for stakeholders to view the experience we do have as insufficiently similar to their needs. Ambitions wither and die for want of those initial opportunities. We all hope to transform experience into expertise that is repeatable, adaptable, and defensible. We attain that expertise when we capture, deliver, and learn from opportunities. In fact, the journey to expertise is completely necessary: otherwise, our expertise becomes obviated and our value proposition is disrupted. This means that even established businesses must continue to deepen their value and expand the universe of clients they can serve. So marketing never ends, and neither does it become easy. We are always iterating on our ability to "tell it to sell it." A growing business is always capturing some form of opportunity for the first time. That's why it's paramount to align the purpose, values, and presentation of existing insights with the needs, decision processes, and dreams of future partners. We are what we can prove by doing. We prove what we earn the opportunity to do. We earn our opportunities when we communicate clear, valuable purpose to the people we want to serve. It's paramount to practice this clarity at all times. Our Offer Development & Capture practice is built to serve your needs in presenting expertise as value. We help you guide your customers through the conversation from technical solutions to realized value. To tell us more about your goals, and discover how McMath Solutions can help you Make your Market, contact us today to schedule a strategy call.
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As a businessperson, you’ve taken the obligation to stand before someone who has their own goals and needs, and to assure them that you can help bridge the gap between present and future. You desire to bring something real to bear both on the gap itself and on the customer’s understanding of it—nothing hidden behind cliché or sophistry. We know you take the promise to maximize customers’ time and money as seriously as we do. That’s why we treat thought leadership as another means to earn the trust your dreams will place in us.
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Make Your Market Today!
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