Page 33 - LittleBookofPositioning_KB_DIGI
P. 33
Part Two:
Core
proposition
Answer the key
question: ‘why?’
The foundation of a differentiated
position is the proposition at the
core of the organisation. The big
idea. This compelling logic
secures a shared belief in the
company, product or service.
The proposition just makes
intuitive sense and is easy to
digest. It gives everyone a sense
of a shared purpose. It is the
emotional engine at the core: the
glue that keeps people focussed
and asserts what you stand for.
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