THE POV IS THE COMPANY.
LEGENDARY BUSINESSES ARE
DIFFERENT.
Legendary companies have one thing in common. They hold dominant, defendable positions in market categories that matter. That’s why they have higher growth rates, margins, and market caps (valuations) than their competitors. And it’s not an accident. They don’t just get lucky.
CEOs of legendary businesses make a choice to be different. They purposely position themselves to create or disrupt a very big market category. In order to disrupt market categories, you have to be clear about what makes you different and why that difference is valuable to customers, partners, employees, and shareholders.
We call that difference, a Point Of View.
POSITIONED
Your POV sets the strategic context for your business. It’s how you communicate your strategy and value. It defines what category you’re in, what makes you different, and why people should care. It becomes the place that you come from, the story you tell, and the invisible hand that guides your company.
Before someone buys your product, service, or stock, they must buy your story. Messages, goals, product plans, and slogans are abstract and forgettable without a narrative that binds them together. Your POV is the story.
A powerful, different POV creates emotion. This emotion inspires prospects to buy your products, talent to join your company, and drives your people to innovate and create exceptional results. Your POV grounds your product teams in what they should build, your salespeople in what they should sell, and is true-north for your marketing.
This makes the story about your business more important than the products you sell and the facts about your company and market. Sound outrageous? Maybe, but it’s true. When commenting on a stock Wall Street analysts often say, “I like the story” or “I don’t like the story.” That’s because stories are more powerful than facts. People relate to and remember stories, even people who make a living analyzing facts.
So, back to where we started. Legendary stories start with the decision to be different. If you are ready to make that decision, we are ready to help you. Let's get started.