10 redesign principles
In the process of repositioning, I’ve held to a few high-level principles:
Lead with who, specifically, you are talking to.
No redundant points.
Pain, then fix. Discussing one’s dreams is a bit thirsty right now, although this will change in the future.
Describe your pedigree before going into the specifics of the offering.
Confidence is different from bragging. One of these is a good look.
Be careful when discussing exclusivity. It’s a fine line between looking like the prize to be won and coming off as wholesale unobtainable.
Don’t lean too hard into the world being on fire. The world has been on fire for over a decade now. Words like “stability” & “durability” hold more weight when you can back up the argument.
Favor the counterintuitive over the obvious.
Read the room. Executives are economists in disguise, regardless of business size. Sophisticated ones make economic decisions before all else.
Favoring the new positioning is different from disqualifying the old positioning. Speak to the needs of your imagined future.