Positioning for people who hate positioning
A practical, jargon-free way to figure out who you're for — and who you're happily not.
Felipe PitolSplendor teamFeb 3, 20261 min readA practical, jargon-free way to figure out who you’re for — and who you’re happily not.
Two questions, said aloud
Who is this for? And — much harder — who is this not for? The second question is where positioning lives.
Why teams avoid it
Saying no to a customer category feels like leaving money on the table. It is. The money you’re choosing not to take is the price of being legible to everyone else.
Positioning is a series of polite refusals dressed up as a brand.
A repeatable exercise
- List the last 20 customers. Mark the five you’d take again instantly.
- Find what they have in common that isn’t industry.
- Write the sentence that would have made them say yes faster.
What changes after
Key takeaways
- Marketing copy gets shorter.
- Sales calls get more honest.
- The pipeline shrinks; the close rate rises.
