Position X is a framework I created that helps you figure out what your positioning should be. It’s based on the idea that, to be effective, marketplace positioning should meet four standards:
• Believable
• Ownable
• Desirable
• Supportable
With Position X, you determine where you stand by following a four-step analysis:
There are other positioning approaches, to be sure. Some more complex, some more basic. But I think the Position X framework is especially suited to help you in three distinct ways:
Let’s hit these one at a time and I’ll explain — with examples.
The Position X positioning methodology emphasizes information-gathering. And it employs a disciplined approach. In these ways, it aims to keep you from being oblivious, and to help you be objective. It can show you where things don’t align or don’t add up. I’ll use a simple example.
Let’s say you’re a restaurant named Mama’s. You’re known far and wide for your fried chicken. Business has been great for years. Then it starts to fall off. You notice a shift in the marketplace. People want more healthy foods.
This situation pits true attributes against market desires. Your fried food is delicious — all the reviews on Yelp say so (Supportable). Unfortunately, it’s not what people are into anymore (Desirable). It looks like this:
| What’s reputation? | What’s wanted? | Result |
|---|---|---|
| Unhealthy | Healthy | They don’t want you. |
Now let’s say you decide to pivot. You shut down the fryers. You completely overhaul your menu. And now, you only offer chicken that’s grilled. Suddenly, Mama’s means healthy. Legitimate, but it doesn’t jibe with the brand. In other words, you’ve got true attributes (Supportable) that don’t agree with market perceptions (Believable). It looks like this:
| What’s true? | What’s reputation | Result |
|---|---|---|
| Healthy | Unhealthy | They don’t trust you. |
Now, you could conceivably make that work… if you can spend a whole lot of money trying to change your entrenched reputation. And if you’ve got time. As they say, you’d be trying to turn the Queen Mary.
There are a couple of other courses of action you can consider:
Let’s say you take the second option. You open a new restaurant called Aunt Fresh, and aggressively promote its nutritious fare. Now there’s alignment happening:
| What’s true | What’s reputation? | What’s wanted? |
|---|---|---|
| Healthy | Healthy | Healthy |
Sounds good, right? But wait. You’re not the only one who’s capitalizing on changing tastes. Lots of other healthy restaurants have popped up. You have to consider that.
| What’s true? | What’s competition? | Result |
|---|---|---|
| Healthy | Healthy | They think you’re the same. |
What this tells you is that it’s not enough to be “healthy.” You have to define your niche more specifically than that. Healthy chicken? Seafood only? Vegan? You’ll have to decide. Avoid conflict, uncover opportunity.
Position X helps you think through all these factors. So that you can claim territory that’s yours and yours alone.
Confluence is a nice word, isn’t it? The Oxford Learner’s Dictionary defines it as “two or more things becoming one.”
That’s exactly what happens with Position X. You think through four things, then you figure out how they all work together to form one thing — your positioning.
I say “figure out” because this is more art than science. There’s no formula here. Just use that wonderful brain God gave you and let it reveal to you the sweet spot. That’s the middle of the X. Where everything comes together.
What we’re looking for first is substance, not style. Just the idea. No need to express it creatively or cleverly or perfectly. Not yet. Instead the goal is to identify your positioning direction. It could be as simple as, “We’re the value player.” “We’re the low-cost option.” “We’ve got the widest selection.” Or “We’re about innovation.” That’s all it has to be right now. (Later you can craft this into a positioning statement.)
It’s possible that you’ll identify more than one potential positioning direction. Maybe two or three. Cool! It’s great to have options. In the end, though, you’ll have to pick one.
It’s also possible that where you land won’t come as a surprise. In which case, your colleagues might say, “I could’ve told you that.” Don’t let that bother you. That’s called validation, and that’s a good thing. Plus, it’s another form of confluence… where multiple decision makers and influencers come together to be of one mind. You need that to move forward.
Once you’ve come to a directional conclusion, it’s decision time. See how the center of the X forms the shape of a diamond? That’s like an engagement ring. You’re going to marry your brand to an idea or value. It’s time to commit.
Ideally, all of your decision makers were involved in the process. But if they weren’t, gather them around. Walk them through the thinking. Lead them to the resolution.
One thing I’ve learned: People are far more likely to arrive at the same conclusion you did when you guide them along the same journey you took.
The step-by-step approach of Position X gives you a logical, methodical way to do that.
First — if you haven’t already — step back and get an overview of the Position X framework.
Then, if you want to DIY, you’ll have the basics of the framework covered. Godspeed!
Way easier: Get yourself a counterpart. Because hey, I didn’t tell you everything. There are prompts and pitfalls. Tricks and traps. And other considerations that aren’t alliterative. It sure is nice to have somebody guide you through it all.
Not sure which way to go? Read a post that’ll help you decide between “done by you” vs. “done for you”.
Not sure if you need Position X at all? Hey, maybe you don’t. Book some consulting time with me, and we can figure it out together.
