The New Character of Positioning: Where You Come From Matters More than Where You’re Going

The original mind game

  1. Minds are limited. Even a little information is too much.
  2. Minds hate confusion. The only solution to over-communication is over-simplification.
  3. Minds are insecure. They’re emotional, not rational.
  4. Minds don’t change. A made-up mind is a closed mind.
  5. Minds lose focus. Don’t expect one to understand why your department store also sells insurance.

Where do you come from today?

  • Who are you?
  • Where do you come from?
  • What do you do?
  • What are you doing here?
  • Where do you fit in the world?
  • The future is open while the past is closed (“Where do you want to go today?” looks like more fun)
  • The answer isn’t obvious (APL means American President Lines, which has nothing to do with presidents, so…).
  • The answer is obvious but ugly (Eagle is the last Rambler)
  • It doesn’t seem to matter (wanna see the original Radio Shack?).

Boxes of words

Why there’s no end user demand for market bombs

You can’t fake originality

The shoe store

The Artist

The couple

The Trojan horse

The servant

Your company

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Author of The Intention Economy, co-author of The Cluetrain Manifesto, Fellow of CITS at UCSB, alumnus Fellow of the Berkman Klein Center at Harvard.

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Doc Searls

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Author of The Intention Economy, co-author of The Cluetrain Manifesto, Fellow of CITS at UCSB, alumnus Fellow of the Berkman Klein Center at Harvard.