“That will never work. I’ve tried it before.”
Three audiences and two channels cut. Prices go up by 30%.
Found: One offer for five audiences. Three stayed only because they had always been there.
Better clients, higher margin.
Projects
Positioning consulting
Sharpen the positioning.
Your business should stand out from the competition. Still open: what it is chosen for, and by whom it isn’t.
I check whether offer, price, presence and perception say the same thing. That becomes the decision that guides how your agency, sales and team talk about the business.
OfferPresencePerception
Book a fit callTwenty minutes, free of charge.
Situation
Sound familiar?
New look“We need a new logo and a new website.”
Then design starts before it is decided what for. A new logo doesn’t change who enquires.Place 02 · The work that looks like progress
The best“People who know us say we’re the best.”
Anyone who doesn’t know the business sees only its presence. And that says the same as everyone else’s.Place 01 · The decision that was never made
Workshop“We worked out our positioning in a workshop.”
Then you have sentences. Whether you sell, price and say no differently afterwards is not decided in the workshop.Place 02 · The work that looks like progress
A business is positioned by what it turns down. What it says about itself comes after.
That is rarely down to the people. Usually all that is missing is the decision everyone can line up behind.
What becomes possible
- Your sales team holds the price, even when customers compare.
- Enquiries come from the people the offer is built for.
- Website, sales and team tell the same story about the business.
Who takes on what
I
- read offer, price, presence and perception
- prepare the decision
- write the brief for agency and sales
- lead the rebuild
- check against the criteria and hand over
You
- decide what the business is chosen for
- approve what gets dropped
- sign off
Your agency
- designs
- writes
- builds to the brief
How I go about it
- ReadI read five zones: core, choice, offer and price, presence and perception. Each ends in a question.
- DecideEvery statement the business makes about itself gets one of three words: backed, claimed, open. I prepare, you decide. The list is the brief.
- LeadFirst the architecture: how offer and price are reset after the decision and what the presence has to say. Your agency builds, I lead the build.
- CloseI check against the criteria set at the start and hand over. Along with an operating manual for how team, sales and agency talk about the business.
What may lie behind it
What positioning without a decision costs.
Discounts. Enquiries that don’t fit the business. Comparisons on price. A new tagline every other year.
Often it isn’t yet settled what takes priority and what gets stopped for it. Then the decision lies one level higher.
How you know it is done
- It is in writing what the business is chosen for, and by whom it isn’t.
- Every statement in the presence is backed: by offer, price or customers.
- Website, sales and ads say the same thing.
- What was in the brief is built. Signed off point by point.
The criteria are set before anything is built.
Decided
Limits
I don’t design logos, write taglines or facilitate brand workshops. I set what the business is chosen for and what gets dropped for it. Your agency can do the design, and it designs better when it knows what for.
If it is about you as a person, Katharina Beer, Private Decision Architect, works on that at resultart.
Conversation
Before the presence is renewed, it is settled what the business is chosen for. And by whom it isn’t.
Twenty minutes, free of charge, nothing to prepare. You describe your situation, I tell you whether and where I would start. You know what a format costs before we begin.