Narrowing the gap between your position and your positioning statement
A positioning statement describes what you want to the world to think. A statement of position, by contrast, admits the truth. Getting your prospects to move from how they see you – your position – to how you want to be perceived – the perception captured in your positioning statement – may require a huge push. And the wider the gap between your position and your statement, the stronger you must push.
If the gap between your position and your positioning statement is too big, your customers won’t make the leap. Keep your steps small.
A too grand, overly bold positioning statement that tries to leap over too many lily pads still has value. It can be, and probably is, your goal. It can motivate your people, define longer term goals and guide your mission statement.
Just because your statement is to grand for now doesn’t mean you can’t hope and try, But marketing must deal realistically with perceptions, and with the fact that people cannot make huge perpetual leaps. They can only make little jumps.
Create bold dreams and realistic positioning statements.