Specialization vs. positioning

Philip Morgan

Just a quick clarification of terms in case it's useful.When enough prospective clients think of you as one of the best or most desirable options for [thing you do/problem you solve] and a subset of them are willing to pay a premium rate for access to your services, you have what is known as a premium market position.How most professional services business cultivate a premium market position is by specializing in some way, deepening their specialization into a service offering that delivers exceptional value, and marketing those services effectively.Expressed as a simple formula: valuable specialization + adequate time + effective marketing = premium market position.I and others sometimes use the word positioning to describe the process of cultivating a desirable market position, or as a shorthand for the longer word market position.In cave man-speak: specialization is the action, desirable market position is the result.-P