Chapter 3Positioning Yourself as an ‘Expert’ Authority

If I say to you ‘running shoe’, which company do you automatically think of? Chances are, you thought of Nike. There are many companies that make and market running shoes, but most likely you thought of just one. Now why is that?

Because Nike effectively owns a piece of your brain. To be precise, it owns a neural circuit that fires off when you think about running shoes, and you'll pay a premium to buy their products because of their ‘expert’ status.

Positioning establishes what a person or their company is known for. It establishes their brand identity. It clarifies their values, beliefs and, most importantly, what they stand for. All of this serves to both attract the right type of ...

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