Five words or less


Jennifer Rice reminds us that when it comes to positioning, less is more.

When we can communicate an idea or opinion with brevity, we imply confidence. We imply consideration.

We communicate by mere brevity that we know we’re right.

By combining brevity with clarity in a positioning statement or opinion, we make the overall message far easier to understand, believe and pass along.

The third key to a strong positioning statement (after brevity and clarity) is consistency. Once you establish a clear, concise position, it’s critical that everyone in your organization consistently communicates it.

Your positioning will gain strength and momentum only if it’s memorable and repeatable, at every level of the organization.

Brevity, clarity, consistency.

How does your positioning stack up?