To Be Better, You Must First Be Different.
The maxim of Power Positioning — a B2B sales positioning method built on an old GE marketing technique, refined over twenty years of real revenue work.
A narrative your prospect can't escape.
Power Positioning is a narrative-building exercise about the problem(s) your product addresses for a customer. It frames the problem in your product's favor — in a way that's best addressed by your product's capabilities and strengths.
If the prospect accepts your narrative, they can't comfortably buy from anyone else. That's the bar.
Industrial roots, B2B SaaS application.
GE used it for industrial product marketing decades ago. The core insight has held up: positioning isn't about what you say about yourself. It's the position you occupy in the prospect's head relative to every alternative they're considering — including doing nothing.
I picked it up early in my career, kept refining it, and it's the foundation under every engagement I run.
Buyer psychology, pre-loaded.
Buyers are always evaluating your product against their other choices. Power Positioning anticipates the psychology of choice and pre-loads your product to seem different and better from the outset.
It's built for B2B sales, not B2B marketing. It outputs talk tracks, not positioning statements. It gets pressure-tested in actual deals, not workshops. And when it's working, it reframes the buyer's perception of the issues — and if you can reframe the issues, you drive the evaluation.
How the work actually unfolds.
The Customer Picture
Build the ideal customer in vivid detail through a brand ladder exercise. Who is your ideal customer? Why are they ideal? What is their world like? What other products do they use? What do they read? What pain do they feel related to the problem you're solving? What opportunity does your product present them? What kind of education do they have?
The focusing question: To whom, for what? That's the question that must be answered.
The Competitive Field
An in-depth analysis of alternatives, substitutes, and direct competitors — and how they message to the market. Most products in a given space have similar or even identical messaging. Knowing exactly how the field sounds is the first step in creating positioning that's actually differentiated.
The output is a mind-map and workshop to come up with differentiated messaging and tagline candidates.
The Differentiated Narrative
A core message that you don't have to rehearse. It fits so naturally and you believe it so completely that coming up with taglines, site and collateral content, prospecting scripts, and templates becomes an easy exercise — one you complete with confidence and ease.
Real artifacts your team can use on Monday.
A defensible position document. The talk track salespeople use. Objection-handling that flows from it. A messaging hierarchy from position down to outbound subject line.
Want to see Power Positioning on your business?
A free 30-minute call to see if there's a fit. Or book a paid working session and we'll do a small piece of it live, on your business.
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