You probably already know that “positioning” is key to creating any kind of change, whether it’s at the organizational or market level. After all, as defined by its originators Al Ries and Jack Trout back in 1976: “Positioning is not what you do to a product. Positioning is what you do to the mind of […]| Tamsen Webster
When you’ve got a big change to make—in your organization, in the market, in the world—one question comes up over and over again: Where should you start? Let’s say you want to launch a new product or service you’ve developed (and yes, all of this applies to a new talk, book, or idea!). Do you […]| Tamsen Webster
If you’re trying to figure out the best place to start or anchor your message of change, the answer is always, “start with the question you exist to answer.” That question immediately: Anchors the change you’re arguing as relevant to your audience Articulates the promise of what your audience will get from making that change Starts a story […]| Tamsen Webster
