Globally recognised strategist David Fish provides his perspective on what it takes to win the battle for attention.

How can companies show up and be strategically positioned for growth?
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Businesses are trying to stand out, get eyes on their messages, and be seen and remembered at a time when prospects and customers are more distracted than ever.

As a result, attention has become a scarce resource.

Winning the battle for attention is all about what happens when there is a moment to engage and how this is used to forge a meaningful connection because, right now, there aren't many companies that can afford to waste these growth opportunities.

Three challenges that are limiting growth

It's increasingly common for companies to find themselves in a battle with themselves, creating behaviours that are not helping or are, in fact, making things worse.

Many have fallen prey to the trend of following the market to stay relevant. This results in everything starting to sound the same. Companies can find that their services and offerings blend in and get lost in a sea of what begins to look like similar offerings.

Rather than having a voice, standing for something, and being a beacon that attracts people, the fear of speaking up creates a silence where the passion for progress, a better way, and the possibility of change should take centre stage.

Finally, there is a tendency to rely too heavily on identity to stand out, with no consistency across messaging or execution. The ease with which messaging and identity-based assets can be updated has led many to erode their role in forming strong and distinctive memory patterns that help the business stand out and provide a gateway to the services offered.

These three mistakes can lead a business to become invisible, silent, and difficult to get to know and do business with.

The strategy of showing up

Stand out to the audience that matters most. This is about positioning the company to become known for solving specific problems for a clearly defined audience. This means knowing and leveraging associations known to this audience so they can easily relate to and recall the company when it's time to buy.

Leverage the unique edge. Identify and speak up for the superpower that sets this business apart, emphasizing its impact and value to customers who need to know why this company exists and what it stands for. This should be present in messaging to social media and even CEO keynote speaking narratives.

Unify with a core narrative that connects the origin story to the market perceptions and future possibilities. When there is a consistent, compelling narrative that ties everything together, this will inform an identity from signature icons through messaging and branding that unmistakably represent this business in everything it does.

Businesses with a well-defined positioning strategy that guides how they show up in the market will win against those that don't.

https://scorecard.davidfish.com.au/positioning

This free diagnostic will score any business against the core strategic pillars with a detailed report covering areas to focus on and the strategic initiatives to prioritise.
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