Introduction to Positioning
In an era of constant noise, simply talking more does not solve our communication problems. We live in an overcommunicated society where people send more messages but actually receive and process far less. To be heard, one must master positioning, which focuses on the mind of the prospect rather than the product itself.
Positioning is the art of securing a specific mental space through perception rather than physical changes. By finding empty spaces in the market, even those who are not the number one brand can achieve lasting success. This approach is essential for anyone trying to influence others, from politicians seeking votes to job seekers looking for a career.
Every day, thousands of messages create a dense fog of noise that the human brain cannot fully process. To survive this onslaught, the mind acts like a filter, screening out almost everything that does not align with what it already knows or believes. Trying to change someone's mind is a losing battle because once a person forms an opinion, they become like a sponge that cannot soak up new, conflicting facts.
Most people would rather ignore the truth than admit they were wrong about a product or idea. The goal is to work with existing perceptions rather than trying to force entirely new concepts into a crowded mental space. The best way to cut through the clutter is to simplify your message until it is razor-sharp and incredibly easy to understand.
In an overcommunicated society, less is more is the golden rule for being heard and remembered. You must stop looking for answers inside your product and start looking for them inside the prospect's mind. Consider a political candidate; voters will only remember one or two traits about them, so success comes from selecting the specific material that can actually penetrate the voter's mental filter.
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