Positioning Explained (w/ Eva Dimitrova)

Positioning is like the superhero glasses that when the customer puts them on, it's like they see the world in a totally different way. Your solution suddenly appears on the radar. You know, without glasses, they don't see it. With glasses, they see it. And so another example for how positioning works is Joshua Bell. Few years ago. He's a famous violinist player. He decided to do this really interesting experiment. So usually he's selling tickets for his concerts, like, I don't know, $200, $300, and his concert halls are entirely full, entirely booked out. But he decided to try and play for free. So he said, 'Why don't I go and play on the entrance of the metro station, and let's see how many people are going to notice that I'm playing for free for them instead of them paying €200.' So he dressed up normally, he went there with his violin that cost $3 million, and he played for a couple of hours. What do you think? How many people stopped to listen to him? How many people recognized that this is Joshua Bell? How many people recognize the quality? Let me tell you, it was less than 10 people for the couple of hours that he spent there, which only means that, you know, the same person with this skill set, with the quality of his playing, people were not able to recognize it. They were not able to identify him. He was not on their radar, right? They didn't— there was no way for them to know that, to recognize the quality of his playing. And so he was not positioned for success, even if this very same person with the same qualities in different circumstances or contexts, he's selling out concert halls. So this is the power of positioning. You may have the best product, but if it's not positioned well, chances are that it's not really going to sell well. So very important.