This article is Part Two in a series. See the first article here. For most of us, this question is unanswerable: “What's your position in the marketplace?”

Why? Because it raises a much more important and more difficult question: “Which marketplace?”

You have a ton of them.

And I don't mean just your obvious marketplaces—like your end user and your OEM markets, or your residential and commercial markets. You have more marketplaces than you might think.

For instance, your employees form a strong marketplace—one where you need to market aggressively to find and retain high-quality people in order to grow and innovate. Your partners form another marketplace. Your investors yet another. And there are others still.

For every marketplace you have, you need a position that strengthens your presence in it. A single position—quality service, market leader, best on-time delivery record—is hardly going to serve all your markets.

In fact, any single position will touch only a small percentage of the overall markets you must reach. Is “market leader” the ideal position to take with your end users—and, to be more granular, with both low-income and affluent end users? Is “quality service” the ideal position for your investors? Probably not.

The Right Position for the Right Job

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Michael Fischler is founder and principal coach and consultant of Markitek (, which for over a decade has provided marketing consulting and coaching services to companies around the world, from startups and SMEs to giants like Kodak and Pirelli. You can contact him by clicking here.