I look forward to the moment in my morning when I’ve had my shower and I sit down for breakfast with my first cup of morning coffee. That moment, when I take my first sip, is the point in my day when I realize anew that the whole day is stretched out before me with limitless possibilities.
This morning my first sip tasted funny. I pressed on to the next one, and after a few more I realized that there were things floating in my cup. Coffee grounds. My coffee filter failed to do it’s job. It had sagged over on one side letting a couple of teaspoons full of grounds creep down into the pot.
Filters are important. They separate things you don’t want from things you do. As important as my coffee filter is to making my morning cup that much more pleasurable, in business there is a filter that trumps all other filters. The filter through which all marketing decisions are made.
When you have a clear vision of what you are, and what you are NOT; and you are able to articulate it clearly, you have a filter through which you always should pass any marketing strategy, product development efforts or other decisions.
“Should we go to production with a model that is pink?” “Should we attend a trade show in Las Vegas this year?” “Should we spend time/money adding features to our software product?”
Pass your decisions through your filter; but make sure your filter is solid, accurate and true to what your company actually is. Do the upfront analysis to determine accurate positioning, otherwise you will get to the bottom of the cup and realize your filter was faulty. If you need help with market positioning, contact us today. We provide the unique perspective you need.
