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John

Thanks for pointing that out Mike. It's more a matter of hype versus information. Positioning is the initial, first impression a marketer recieves when investiagting your agency. What marketers don't want to hear is a positioning that is ambigious, fluffy, vibrato with no clear meaning as to their services or value; the Human Experience Agency, means nothing. On the other hand; "We turn geek speak into Human Expereiences" might satisfy the marketer's interest. Your positioning should tel a relevant relatable piece of information to help the marketer decide if they should continue or move on.

Mike

John, this data contradicts your data in a previous post. Here you say that it's important for New Biz people to have a clearly defined positioning and point of differentiation. But in the post "What do marketers want to know about a new agency?", the clients rank "agency positioning" as dead last. So perhaps positioning isn't the issue after all?

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