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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  October 05, 2017

How to Position Your Approach

How to Position Your Approach

In many situations, we get clients because they like our approach. Which then begs the question: How do you position your approach? Too many thought leaders focus on pretty words and end up looking like new wine in an old bottle.

A recent Strategy+Business article about decision making, “The Neuroscience of Strategic Leadership,” is a great example of how to differentiate an approach from all the other methods out there. What the authors did right:

• Created a contrast: By showing the two options (the “low road” and the “high road”), the authors gave context. This background information isn’t meant to differentiate. It’s a launch pad for what comes next: the magic bullet.

• Created a magic bullet: Identifying the best outcome isn’t enough. When you put a label on the path forward, you create a mindset around the journey. When the authors use the “Wise Advocate” label, people have something to move towards, to “get.” It feels like we’ve found the magic bullet. This label creates something we want.


Listen: How to Create Magic Bullets


Our approach is intangible. When we use contrasts and labels, we make our approach come alive with strong mental pictures. And it is these “pictures” in the mind that differentiates us and draws people (and opportunities) to us.


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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.