Could you take a few seconds for a quick quiz?
Which terrifies service marketers most:
a) The suggestion that they must position their service?
b) The mad clown of IT?
The correct answer is a.
Why? Because standing for one thing means you must sacrifice the other things.
Rather than sacrificing opportunities , a narrow focus often creates opportunities.
I believe that positioning a service as the most desirable service for prospect A make it the most desirable service to prospect A and prospect B.
Some sacrifice my friends…
To broaden your appeal, narrow your position!