Positioning in the Age of Authenticity
The age of authenticity
The human attention span has gone from 12 seconds to 8 in the last 10 years. Our attention span is now one second less than that of a goldfish. Yikes! With only 8 seconds and over 100 social media channels, how do you make your positioning stick? We think the answer is authentic positioning.
What is authentic positioning?
Authentic positioning means your words match your actions. When they don’t, it can be disastrous. When United Airlines was caught on video dragging a passenger off an overbooked flight, viral memes flew around the internet trashing the company’s motto, “fly the friendly skies.” United’s culture of acting against its promise means they will be forever scrutinized as inauthentic. By contrast, companies who are deemed authentic live up to their words with their actions.
How to be inauthentic:
Authenticity in action
Here are some examples of companies that get authentic positioning right. Check out how their words match their actions.
Words and actions:
Is your positioning authentic?
Are your words speaking louder than your actions? Get ready for some ZOOM homework!
Complete the sentences below to find out if your positioning and actions line up.
How to build authentic positioning
We believe that it is with customers and prospective buyers where authentic positioning is grounded, and often hidden. Check out the ZOOM process to find out how we do it. Want to geek out on the science of positioning? Learn how we apply the scientific method to the ZOOM process.
Watch our presentation at The Samsung Strategy and Innovation Center!
Huge thanks to Shankar Chandran, Stefan Heuser and Catherine DuBois for hosting us at Samsung!