POSITIONING
POSITIONING: A
COMPANY’S PIVOT
POINT
By Spencer Okach
A
basketball player can move
around freely in a complete
circle, as long as he keeps
one foot firmly planted in place; a
company can move in a number of
new directions, as long as it stays true,
and doesn’t move from their pivot
point.
“In the world, there’s trust. I think
as humans we fundamentally parse
the world through the people and
relationships we have around us.
‘‘ basketball player
can move around
freely in a complete
circle, as long as he
keeps one foot firmly
planted in place; a
company can move
in a number of new
directions, as long
as it stays true, and
doesn’t move from
their pivot point. ”
64 MAL 13/16 ISSUE
So at its core, what we’re trying
to do is map out all of those trust
relationships, which you can call,
colloquially, most of the time,
friendships” Mark Zuckenberg.
These words by Facebook founder
are similar thoughts shared by
leading companies anywhere in the
world. They have always built their
companies from a different point of
view; and not necessarily a better
point of view (POV).
Leaders of well-known businesses
take positioning seriously. They make
a choice to be different, purposely
positioning their companies to create
or disrupt a very big market category.
They know the real power of
marketing is to catapult the company
into a dominant, defendable position
in a hot category.
That’s how they achieve higher
growth rates, margins and market
caps (valuations) than their
competitors.
To determine your positioning, you
must know your pivot point. You
cannot build a dominant, defendable
market position by playing the
same game as your large incumbent
competitors. You have to change the
agenda in the market to give yourself
a fighting window.
Market your Pivot, not your
Company or Product
A company’s pivot point (not
product) is the defining attribute,
the central theme, around which
everything revolves. Just like the
basketball player. By aligning with
position vs a product, you can expand
and grow your company in new
directions.
Nike’s affirmative “Just Do It,”
captured the essence of their brand
message, and created a committed
fan base that buys everything from
sunglasses and shorts to watches and
golf balls.
Not bad for a running shoe company.
Volvo could easily market a child car
seat with their reputation for safety.
Only when they believe in the
what, will they buy your how. Said
a different way, if you want people
to buy Bibles, first they have to be
Christians.