Spot the positioning problem in this picture

Philip Morgan

Can you spot the positioning problem in this picture?

(bigger version here if it's not visible in your browser:

Apparently Christian Science is often enough confused with Scientology that the Christian Science reading room in Santa Rosa needed to put up a sign attempting to disambiguate the two.

Do prospective clients ever confuse you with someone else? Here's what I mean by that...

Do they ever see you as equivalent to a much lower cost developer when your higher rate reflects greater expertise and ability to manage risk? This is a positioning problem.

Do they ever see you as equivalent to the developer who said this would be a slam dunk 1-month project when you know that unknown unknowns will expand the project to 3 months? This is a positioning problem.

Getting confused with an inferior alternative is a positioning problem.

The recipe for solving positioning problems is to combine the following ingredients:

  1. Decide to specialize.
  2. Be generously helpful in a way that reinforces the specialization decision.
  3. Follow through on the above for long enough to leave a "mental residue" in your market. The mental residue is your reputation, aka your market position.This process will take months or years, but you're in this for the long haul, right?

Get started: