23Positioning yourself and your career

If positioning strategies can be used to promote a product, why can’t they be used to promote yourself?

No reason at all.

So let’s review positioning theory as it might apply to your own personal career.

Define yourself

What are you? People suffer from the same disease as products. They try to be all things to all people.

The problem with this approach is the mind of the prospect. It’s difficult enough to link one concept with each product. It’s almost impossible with two or three or more concepts.

The most difficult part of positioning is selecting that one specific concept to hang your hat on. Yet you must, if you want to cut through the prospect’s wall of indifference.

What are you? What is your own position ...

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