The company called every client a ‘solution partner’. The sentence filtered no one; sales and delivery ran at the same width.
Position work is not producing a slogan. It is leaving, in one sentence, for whom, against whom, and where they do not stand.
Proposals looked alike. There was no work they refused; there was no focus either. The market read the company as a wide middle lane.
What remained on the table
- A simple position sentence
- A target client set
- A list of work to drop
- The same language in sales and delivery
Next step
Is there a decision on the table?
Let’s read it together. In a short conversation with your management team, we name what needs to become clear.