WINNING POSITION

So how do you win?
Winning is about getting to the place in the customer's mind where your product is synonymous with solving their problem; then owning it over time.

To be noticed, you must be clear - the market needs to know what you do and the value you offer. Don't expect them to waste time deciphering this. Everything you say and do needs to be consistent.

To be considered every time they have the problem, you must be distinct. You win bigger if you are the only one they think of and the more specific you are about your products place in the world the better.

To be bought, you must be salient - functionally, emotionally and socially appropriate for the task they need your product to perform.

To sustain this over time, you must be reliable. Everything you do must build trust that they will continue to be successful solving their problem.

But if you want deep, committed, meaningful relationships with customers then you need to share values and purpose with them. You get this when you are truly authentic.