Get Heard in the Overcommunicated Society

The rapid growth of communication methods has given us a new disease: Information Overload Syndrome. In today's overcommunicated society, to be successful, you must touch base with reality. And the only reality that counts is what's already in the prospect's mind. In the communication jungle out there, there are just too many products, too many companies, and too much marketing noise. The mind, as a defense against the huge volume of today's communications, screens and rejects much of the information it offered. The only hope to score big is to be selective, to concentrate on narrow targets, to practice segmentation. In a word, "positioning".

Oversimplified Message

In communication, more is less. The best approach to take in our overcommunicated society, where only a tiny fraction of all messages actually gets through,  is the oversimplified message. You have to sharpen your message to cut into the mind if you want to make a long-lasting impression.

▪ how the marketplace sees your company

▪ how your customers see your company and what they value

▪ what you know about your own company and the customer value it creates.

Positioning should be a foundation for action to design, manage and defend your brand. It should inform everything you do: what customer value you create, what you value, what's your sustainable competitive advantage, how you conduct your business, how you communicate and interact with customers.