Thinking Beyond What You Say Already - The Craft Consulting

© Copyright The Craft Consulting 2016. All rights reserved.

Thinking beyond…What you say already…Creating strategic differentiation through engineering the best argument to create your competitive positon.


Competitive positioning is about having the most relevant and compelling story in the marketplace, which equates to value in the mind of the customer and places your competitors at a disadvantage.


Competitive positioning allows you to make strategic choices about how you wish to be perceived, you set the terms, you define the value, you control your trajectory, rather than simply letting the position evolve.


The power of competitive positioning:Distils, hones and clarifies your proposition to market

Differentiates you from competitors in a busy market

Creates value in the minds of customers

Supports and enables premium pricing

Allows you to go to market faster and better



67% of buyers have taken key decisions prior to sales being invited into the process.

Making it imperative that your capabilities and proposition are understood and valued by decision-makers in their own right and are perceived as being a better fit and better solution than those of your competitors.


Companies that have successfully created a differentiated competitive position have grown at above average rates in their industry.Making it something that is worth the time and investment to get right instead of delivery as normal as expectation of the result.



Technology trends are driving IT decision making out of the hands of the CIO and into the wider business and Executive office; changing the natureof sales engagement.

Requiring you to position your story with an audience outside of IT and have a complex business issue based discussion rather than a defined IT solution conversation.

© Copyright The Craft Consulting 2016. All rights reserved.© Copyright The Craft Consulting 2016. All rights reserved.

Our approach.


Where you need to drive digital transformation trends to the centre of your business – aligning them to your proposition, strategy and market.

Where you need to engage wider audiences outside your comfort zone – with bigger ideas to become a strategic partner not just a supplier.

Where you need to differentiate a complex, compelling business proposition – in a hyper-competitive dynamic and unclear market.

We create strategic differentiation through a unique, robust and rapid competitive positioning of businesses, propositions and messages.


A framework consisting the business messaging and creative approach, that will enable you to take the proposition to market in the most engaging way to your customers

An understanding of how the proposition communications fits within your organization’s brand framework

The core content you need, to help you consistently and successfully position the proposition internally to your stakeholders and externally to your customers

Strategic choices that can be explored.Where competitive positioning can make a real difference.

A clear definition of what your proposition is, why it is relevant in the market context and the value it can deliver to customers above competitor offerings


§ We work closely with clients to help them explore and engineer their competitive position and story in the market

§ The key is to look in equal measure at the market, customer, competition and your organization to construct a robust and believable story that puts you at an advantage:– Are you showing that you understand the market better than

others?– Are you directly demonstrating how and why you are different?– Are you telling a clear and logical story that is memorable?– Are you delivering challenging ideas?– Are you preempting their real concerns and showing you

empathize with problems – and can solve them?

– Are you talking about how you benefit them as people and as a business, as opposed to talking solutions?

– Are you aligning with the market’s long-term and business level requirements?

– Are you demonstrating that you can think ahead of, and innovate beyond, their current technology needs?

– Do you have the position, and proposition, and message, to deliver it at every level?

§ We help you to be certain and clear about how your proposition aside from and above your competitors will help the market prosper

The power of perception.Engineering the competitive position.


Organizations we’ve helped clients to re-position.


Contact us today.e: [email protected]: +44 (0)1608 819 420

Do you wantto make the competition irrelevant?

Leadership & Management

Thinking Beyond What You Say Already - The Craft Consulting