Perspectives

Differentiate or Die: 3 Keys to Run Successful Positioning

After working with more than 400 B2B tech companies, Firebrick Partner Bob Wright has a strong point of view about positioning success. In this Q&A, Bob shares his experience on what it takes, including:
  • The biggest mistake tech companies make: why do so many positioning initiatives fail?
  • Why all successful positioning efforts begin with the CEO
  • When is the right time? Are there telltale symptoms when your positioning needs to change?

Also available in this series, Not for the faint of heart, Symptoms you have a positioning problemPositioning vs. Branding: Clearing up the confusionB2B Positioning, CEO or CMO agenda?Is your positioning winning or losing?Stop the geek speakSetting the foundation for successful positioningB2B Positioning with and agency or in-houseWhen positioning expires, and The best product rarely wins.