The biggest source of slow growth - 2022

TL;DR: Develop detailed positioning strategies to win in the market

Positioning strategies that aren't detailed enough will contribute to disappointing go-to-market execution caused by siloed product, market and sales team misalignment.

Let's target reliable growth

Answer this: Does positioning come before company strategy is signed off, or after? Who articulates how your strategy comes to life in the market?

Making company strategy into something actionable at the tactical level requires a detailed positioning. Most companies have a positioning document, but one that is often insufficiently developed to be actionable at an executional level.

This is called emergent strategy, a situation when alignment and incentives between senior leadership and executional teams diverges.

Let's begin with a story

Positioning and strategy isn't shared at a resolution that prevents varied interpretation. Executional teams instead allow day-to-day constraints and tradeoffs to direct the hundreds of micro decisions and activities that happen in a day. The strategy isn't executed.

Goals are missed.

No one can "know" what to do next.

What are the signs of a well developed Positioning Strategy?

It is actionable and not open to varied interpretation. It's not revisited mid-project due to confusion and a feeling that tradeoffs with incentives are being made.

It's not actionable unless the detailed launch market and job to be done have been identified (a hypothesis to then test). The value propositions and strategic differentiation have to be set (and tested). It is built side-by-side with company strategy that takes in to account an internal view (product-market and business model fit) as well as the external environment (competitive differentiation and key trends).

If the above haven't been sorted, then at least 4 teams i