Company positioning statement:How to make a splash?

You are regularly requested to briefly present your company, for instance at a first meeting with a potential customer or partner, or at the start of a speech at a conference.

As you speak, what you can read in the eyes and faces of our audience says a lot about the strength and relevance of your company’s positioning.

This one-minute exercise shapes the way your company will be perceived for many years to come. Given that there are no second chances to make a good first impression, how to make an impact?

The first challenge is to articulate the quintessence of the company and what it brings to its market, in clear, concise, and compelling terms.

The second challenge is no less important: in a century of crises, tensions, and disruptions of all kinds, against a backdrop of information overload, what is at stake is to make a mark on people’s minds and hearts, by asserting the company’s role as a creator of economic value, progress, social cohesion, and positive environmental impact.

The exercise is fraught with difficulties. We’ll look at some of them, before suggesting some criteria and ways forward for a dynamic and inspiring positioning.

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