The Position Primer: Why Your Business Doesn’t Create Demand (And How to Fix It)

If Your Position Is Off, Everything Else Becomes Hard

Most B2B service owners think they have a marketing problem. They don’t. They have a clarity problem that shows up as a marketing problem. When the market can’t immediately understand who you are, what you solve, and why you’re the obvious pick, it won’t reward your effort — no matter how consistent you are.

The Three Things Your Position Must Do

1. Be Instantly Recognisable

If someone has to squint to understand what you do, you’re already losing. Your position needs to make people think: ‘Ah, this is for someone exactly like me.’

2. Solve a Problem That Matters Right Now

Some problems are expensive. Some are annoying. Some are philosophical. Only the first one creates demand. When your work points at the wrong level of problem, the market shrugs.

3. Signal a Premium Standard

You can’t be a premium option with a generalist position. Premium buyers want specialists. Specialists make clear claims. Clear claims create pressure. Pressure creates demand.

Why Posting More Doesn’t Fix Positioning

You can’t out-post a clarity issue. When the market doesn’t know what box to put you in, volume just accelerates confusion. Posting more value doesn’t move them closer to a decision — it moves them sideways.

What Happens When Positioning Is Fixed

• Content starts pulling people in instead of convincing them.
• Your offer becomes easier to articulate (and raise the price of).
• Your pipeline becomes steadier.
• Proof compounds faster.
• You attract better-fit clients with fewer conversations.

Where This Fits In the Larger System

Your position is the first of four lenses I use to rebuild demand engines: market clarity, stance, premium standard, and proof. Once this is set, everything else can finally work together instead of against itself.

If You Want a Full Look Under the Hood

The next step from here is the Approach page — it’s where I lay out the four lenses and how I use them to stabilise and grow demand without relying on hacks or endless posting.

See How I Fix Demand Problems

If you read this and realised your position is off — even if you can’t quite articulate why — I’ll map your situation for you.

Start the Client Demand Foundations Session