January 2020
1/5/20 - Episode #1
POSITIONING: It’s Not a Difference if Everyone is Saying It 
A courageous conversation about the reason so many manufacturers are still holding on to a weak position or no position at all. And, how to separate yourself from the pack once and for all.

Let’s set the context:
We’ve observed some clear patterns in manufacturing around positioning, or the lack thereof.

Let’s talk about some of those CHALLENGE/BELIEF: 
	1.	Our difference is our quality products, customer service and innovation 
	2.	We’re family-owned and “Made in the USA” 
	3.	We’ve been around since 1920...old and established 
	4.	Everyone knows why we’re different (and better) 
	5.	Our difference is our people 

ELEPHANT IN THE ROOM:
Those used to be a position. A differentiator.
Now, they’re the norm.
Expected.
Or, no longer important to the people you’re trying to reach.

**Why are so many manufacturers still holding on to a weak position? OR no positon at all?

DEEPER DIVE INTO POSITIONING / DIFFERENTIATORS:
	1.	Competitors are saying the same thing — you’ve got to stand for something and say something different (that competitors can’t or won’t copy) 
	2.	Family-owned and “Made in the USA” used to be differentiators; timely not timeless 
	3.	In a world moving at the speed of Amazon, legacy can be seen as old and slow 
	4.	Do people really know why you’re better? How are they demonstrating this? Too many customers? Too much business? Understanding your audience by asking them. Responding with solutions to their problems (serving vs. selling) 
	5.	Feel like you’re the best kept secret in the industry? If you’re “whispering” no one can hear you. If you’re not showing up everywhere your customers are they can’t see you. If you’re not doing anything remarkable FOR THEM, they can’t feel you. 

ACTION:
	1.	Dig deep; bring in fresh eyes to help you see what’s most likely right under your nose.  
	2.	Internal/External SWOT - get real about your company and your operating/competitive environment. 
	3.	Gather data where possible (not just ‘gut feeling’) 
	4.	Empathy Map: understand what people are hearing, seeing, believing and saying about you (and the problems you solve) 
	5.	Take a stand and a position. Articulate it clearly. Memorable. Meaningful. 
	6.	Create a connected strategy and marketing system that supports sales. 

WRAP UP:
-As always, thank you for listening and being part of this tribe. 
-Keep manufacturing out loud! We need you.

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