Glossary Terms

positioning

Positioning is the deliberate choice of how you want a particular audience to see your work compared with their other options, the meeting point of who you serve, the outcome you deliver, and why you over the alternatives. In consulting and professional services, sharp positioning answers three tight questions: exactly who the client is, the specific result you help them get (not "I build websites" but "I help SaaS companies cut churn by fixing their onboarding docs"), and what about your background makes you the right fit for that result. Narrowing on purpose shrinks the pool of prospects, but the ones it attracts are better qualified, less price-sensitive, and more likely to stick around and refer. For a solo consultant or small firm, clear positioning is the single highest-return marketing decision, because it makes everything else you do work harder.