# Positioning - *** ## title: Positioning - Positioning - Created: May 18, 2018 6:15 PM - Updated: May 18, 2018 6:22 PM - Current problem? - since we are a generalist, there is too much competition. - Hence client has advantage and can easily replace us - we don’t solve a very expensive problem for him. - this leads to feast famine cycle, we are not able to concentrate on creating extra value for clients - Answer - find out who to serve - what to offer, and what benefits he gets - that competition doesn’t give - Pick a very specific market and become the market leader, that gets word of mouth going, as that reinforces and gives you market leadership and that gives you ibm effect and they work to protect you as clients like to be owned, by a homogenous shared set - Attain the highest values specificity curve - With narrow focus there is more surity - “Own a word in the mind” -> word is specific market segment like safe cars by volvo