There are lots of keys to creating a successful business. Yet the one that I’ve found to be most important - and often most lacking in small businesses is positioning.

There’s lots of definitions of positioning because the term is often used along side branding. The definition that I gravitate to is:

Positioning is the space that you wish to occupy in your target audience’s mind, relative to your competitors.

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I’ve seen this happen a number of times…

You work real hard to position your business just right in your target market only to find that the people buying aren’t in your target market. What do you do?

Well, some businesses decide that should reposition their business to reach their intended target market. MISTAKE!

Why do this? If you already have customers buying, who cares where they come from. Perhaps you miscalculated with your target market. Perhaps you didn’t see how your product or service would benefit a different market. So what!

The difference between success and failure in your business comes down to are you talking to the people who are listening? Or, are you talking to people who aren’t?

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Positioning is one of the biggest, most foundation keys to success.

It’s certainly true in sports. In baseball, if your defense is positioned wrong, the other team can more easily score runs. In basketball, both offense and defense are decided by how players are positioned on the floor. Get it right, and you have a strong defense or an explosive offense. Get it it wrong and you loose.

The position of furniture in your home can make a huge difference between the room feeling comfortable and spacious as opposed to dark and cramped. And with your office, how you position things around your desk can often decide how efficient you are.

Position is so important. So why, then, do so many businesses get it wrong? Worse, why do so many businesses not focus on it at all?

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