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The Opposite of Good Isn’t Always Bad
Effective positioning is a choice between different types of “good”.
If we want to differentiate ourselves and the work we do, it’s essential to get clear on both what it is, and what it’s not.
Of course, when thinking about what our work is, we immediately call to mind a series of positive adjectives to describe it.
Efficiency, quality, and responsibility all seem at first glance to be traits worthy of becoming known for.
The problem is that when we choose to build our positioning on the backs of these concepts, we end up lumping ourselves in with… well, most other people doing similar work to us.
So what are the alternatives?
None of us wants to be known for being inefficient, low-quality, or irresponsible in our work.
Our challenge then is to move beyond thinking in the binary of good traits vs bad traits.
When it comes to our positioning, binaries like this lead to bland, beige, and boring.
To platitudes, motivational posters, and company values like integrity, excellence, and respect.
To work that no one gets excited to engage with.
