Positioning Blueprint®
$5,000
POSITIONING BLUEPRINT™
Stop guessing what your positioning should be. Build it deliberately.
Most organizations don’t have a marketing problem.
They have a positioning problem.
They may have an excellent product, an important mission, substantial expertise, or a compelling opportunity—but the people they need to reach don’t immediately understand what makes them different, why they matter, or why they should be chosen.
More marketing won’t solve that.
It will amplify whatever positioning already exists.
The Positioning Blueprint™ is a comprehensive strategic engagement designed to clarify the position you want to own, identify the gaps preventing people from seeing it, and create the strategic architecture that brings your messaging, offers, audiences, evidence, communications, and growth priorities into alignment.
Who It’s For
The Positioning Blueprint™ is designed for founders, executives, authors, speakers, consultants, nonprofits, professional firms, leadership teams, and growing organizations facing an important positioning decision.
It is particularly valuable when you are:
• Entering a new market
• Launching or repositioning an offer
• Preparing for significant growth
• Struggling to explain what makes you different
• Outgrowing your current messaging
• Building authority around a founder or organization
• Aligning multiple offers, audiences, or initiatives
• Investing in marketing, PR, partnerships, fundraising, or visibility and want those efforts working from the same strategic foundation
What We’ll Determine
Your Blueprint begins with a deceptively simple question:
How do you want to be remembered?
Then we answer the question that determines whether that position has commercial or strategic value:
Why should anyone care?
From there, we examine the complete positioning picture:
✔ What position you should own
✔ What your audience needs to understand about you
✔ What makes that position meaningful and defensible
✔ Where your current positioning creates confusion or friction
✔ What evidence supports the position you want to claim
✔ How your value should be articulated
✔ Which messages should become consistent and repeatable
✔ Where your strongest opportunities exist
✔ What should change now—and what should wait
✔ How future marketing, communications, partnerships, fundraising, sales, and visibility efforts should reinforce the same strategic position
The Process
1. Discovery & Diagnostic
We examine your objectives, audiences, offers, expertise, existing messaging, reputation, competitive context, customer or donor journey, communications, evidence, opportunities, and current positioning challenges.
2. Strategic Analysis
I independently analyze what you want the market to understand against what your existing signals actually communicate.
We identify the positioning gaps, contradictions, opportunities, friction points, and strategic decisions that matter most.
3. Positioning Architecture
We determine the position you should deliberately build around: what you want to be known for, why it matters, who needs to understand it, what supports it, and how that position should influence your messaging and strategic choices.
4. Positioning Blueprint™
You receive the written strategic blueprint that translates the analysis into prioritized decisions, messaging direction, positioning recommendations, and an actionable roadmap.
5. Blueprint Review
We review the Blueprint together so you understand not merely what I recommend, but why, what should happen first, and how the pieces work together.
Your Positioning Blueprint™ May Include
Because every engagement is customized, the precise recommendations will depend upon what the analysis reveals.
Your Blueprint may address:
• Executive Positioning Summary
• Desired Position and Intended Perception
• Current Positioning Findings
• Positioning Gaps and Friction
• Audience and Stakeholder Priorities
• Differentiation and Strategic Value
• Core Value Proposition
• Messaging Architecture
• Offer or Organizational Positioning
• Proof and Credibility Gaps
• Partnership and Growth Opportunities
• Immediate Strategic Priorities
• Mid-Term Positioning Priorities
• Long-Term Positioning Direction
• Recommended Next Actions
That “may include” is important. I don’t want you contractually promising every buyer a donor value proposition, partnership analysis, etc., when those things might be completely irrelevant to the engagement.
Investment
Positioning Blueprint™
$5,000
This is a customized strategic engagement, not a template, automated assessment, or generic marketing plan.
Why Positioning Comes First
Visibility is an amplifier.
So are advertising, public relations, social media, speaking, content, partnerships, fundraising, and sales.
But amplification cannot correct an unclear position.
If people don’t understand what you do, why it matters, where you fit, or why they should choose you, increasing visibility simply exposes that confusion to more people.
Positioning comes first.
Everything else becomes more effective when the position underneath it is clear.
Before You Purchase
Because the Positioning Blueprint™ is a customized strategic engagement, it is generally recommended after a Positioning Prescription™ or a direct conversation with Heather.
If Heather has recommended a Positioning Blueprint™ for you, you may complete your investment here to begin the engagement.