Seth Godin’s Approach to Market Positioning Is Genius

Seth Godin discusses a unique approach to market positioning, highlighting it as a service rather than traditional differentiation. Instead of focusing on personal achievement and standing out, Godin suggests addressing the problem that consumers face—too much noise and confusion in making choices. Godin emphasizes a shift from selfish marketing to a generous approach. He suggests offering a service that helps consumers navigate choices and find what they need, even if it means recommending a competitor. Using the example of a piano teacher, Godin explains the concept of creating axes with different attributes (e.g., cheap-expensive, kind-strict) to position oneself uniquely. The goal is to occupy a space in the market where no one else offers the same combination. Godin challenges the idea of authenticity, advocating for consistency in delivering promises. He argues that in a crowded market, being authentic like everyone else is not effective; instead, professionals should make and keep promises to stand out.