You changed the positioning. The referral network is still selling the old one.

A repositioning goes live the day the website changes, and shows up in your enquiry mix years later. Most are abandoned in the gap.

By Steve 5 min read
Abstract bridge artwork for You changed the positioning. The referral network is still selling the old one.

A repositioning is live the moment the website changes. The enquiries that arrive the following Monday describe the business you used to be. Nine months on, someone in the leadership team says the new positioning isn’t landing: the leads look the same as they always did. Usually the positioning is fine. What has gone wrong is the measurement: a stock is being read as though it were a flow. Reputation is an inventory of other people’s memories Demand into a business arrives through two very different mechanisms. One is flow:…

Keep reading for free

Create an account to read the rest.

The whole library is free. No card, no subscription, no trial that quietly ends. An account simply lets us know who we are writing for, and opens every article from here on.

  • Every article, in full, at no cost
  • New articles published every weekday
  • Takes about twenty seconds
Create a free account I already have one

Free means free. We will not charge you for the library, and you can read as much of it as you like.

Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

More on Marketing

Scroll to Top