Paul Syng
@paulsyng
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Designer | Doing 30 Days of Positioning Mastery
Toronto, Ontario
Joined February 2009
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Pinned Tweet
Positioning.
Positioning.
Most marketers describe it interchangeably with a 'niche' or 'value prop,' which makes them look like they’ve never opened a marketing book.
So what is it (and isn't)
First things first: forget everything you thought you knew about positioning.
It's not just a
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@Codie_Sanchez
I was overpaying for a wedding so I asked AI to generate photos from the most exotic locations on earth with all my friend and family.
Influencers, dead celebrities and top politicians were also invited.
Later I uploaded the album to Facebook and tagged everyone.
Every now
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Do you like burning money?
Well.
That's what the space industry did for decades.
Launch a rocket, use it once, then toss it in the ocean.
Sound familiar?
It's like buying a new car for every road trip.
Enter
@SpaceX
and their reusable rockets.
"But space is different,"
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Learn how to go from order taker/vendor to a trusted advisor! Deliver more value and start charging more!
Meta thread of all my threads (Always adding).
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Your clients are putting you in a box based on the words you're using in early conversations.
How you show up matters a lot.
You're either their trusted advisor (paid for outcomes and value creation) or an order taker (paid for production, time and materials).
Trusted advisor
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Under pressure
you don’t rise to the occasion
you fall
to your level of training.
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Here's everything I've learned about winning new business as a creative leader working for and running my agency.
It's helped me close over $2 Billion in top-line for myself and my clients collectively.
Lessons cut across from India and North America.
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Zero to one efforts are...
the synergy of business strategy, technology and human creativity.
In episode one of the Dots podcast,
@shwetank
and I untangle the complex web of business, technology, and human dynamics shaping today’s digital landscape.
Shwetank explores the power
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"How do you know everyone?" 👋🏼
Ever tried striking up a conversation with a security guard on a bustling Tuesday morning?
As counterintuitive as it sounds, that's where my day used to begin at one of the Big Four consulting firms (pre-pandemic stuff, folks).
Yes, you heard it
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@jen_keesmaat
Was in London this month and the core has almost no cars / traffic. Loved it.
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We love to talk strategy.
Big words.
Grand visions.
Five-year plans.
But what happens when the rubber meets the road?
Suddenly, it's all about this quarter's numbers.
Next month's targets.
Tomorrow's stock price.
We're strategic thinkers with short-term actions.
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How do you get people to listen when you speak?
The solution will surprise you.
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The Power of "I Don't Know"
Have you ever noticed how saying "I don't know" can make you feel vulnerable and uncertain?
But what if I told you that embracing this phrase could unlock unbound creativity, transformative ideas, and breakthrough innovations?
Let's shift our
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Positioning is not about what you say.
It's far from it.
Positioning is about what they think.
Who's they?
Your customers.
Your market.
Your world.
You don't control positioning.
You influence it.
Think of it as mental real estate.
Prime property in your customer's
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Most businesses get positioning wrong.
Here's why it matters.
Positioning isn't your tagline, USP, or elevator pitch.
It's the space you occupy in your customer's mind.
B2C or B2B, it doesn't matter.
Positioning is about humans.
Consider this scenario.
➡️ An AI startup
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How do you sell your ideas?
A Creative Director’s perspective
One question I get frequently asked is, “How did you convince the client into rebranding?” or “How did you get approval on that idea?” when the client appeared to be conservative or rigid or needed education about
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Transform your work and personal life in 2024
Start by getting curious.
Notes in thread.
Guest appearances:
@chamath
@elonmusk
@jackbutcher
@farnamstreet
@SadhguruJV
#awokenotwoke
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Your language often reveals your true priorities.
Business owners and executives often claim and say one thing but act another.
Here's a quick guide to help you spot the difference between customer-obsessed and competition-focused.
❤️ Customer-Obsessed Words/Phrases:
1.
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When you say 'customer-focused' while acting 'competitor-obsessed' in practice.
As a strategy consultant, I've observed numerous instances where organizations and individuals claim to be customer-obsessed, but their actions and underlying motivations reveal an infatuation with
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📢 Want to know how a brand new school successfully enrolled its first batch of students?
Let me share some valuable marketing lessons.
A decade ago, a real estate developer approached my design firm in India to create an identity for their new school.
However, one question
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Have you ever wondered what kind of role curiosity plays in leadership? It’s actually a lot more influential than you think and in this thread, I will help you understand why.
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How to present your ideas and handle critic / negative feedback (from a creative director) 🧵
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@SeekLifeMastery
Depends.
I know plenty of people on salaries who spent their money wisely. Invested in properties and, over time, are millionaires.
Maybe it's an Asian thing.
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Have you ever found yourself at a pivotal moment, heart pounding, fighting the urge to back off as imposter syndrome threatens your confidence?
While watching "Eddie the Eagle," one can see reflections of life in the Jumper's Paradox, particularly around the themes of
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Overcoming Fear of Rejection and Putting Yourself Out There
@DannPetty
opens up about his experiences handling rejection and criticism as a designer.
—
👉🏼Fear of putting your work or yourself out there
👉🏼Anxiety of facing online trolls and criticism
👉🏼Struggles of dealing
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Instead of trying to copy 'X' or 'Y' company, learn from how Oreo became the cookie monster by not being cookie cutter
Let me ask you this: Have you ever heard of Hydrox cookies? No? Well, that's exactly the point of our story today.
Believe it or not, Hydrox was the original
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This is spectacular
Accounting is the language of business.
If you buy stocks, you MUST learn how to read a Cash Flow Statement.
Here’s everything you need to know:
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@BullandBaird
Imagine ants poured cement into this and the had it excavated and put in the ant museum 🤷🏽♂️
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I'm thinking of creating a colouring book on the basics of marketing, brand, and positioning for SaaS marketers. Should I do it?
Hell yes!
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Hell no!
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Show me the metrics
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Why "We Want to Be Like 'X' or 'Y' Company" Isn't a Strategy
It’s easy to idolize successful companies and think, “If we do what they do, we’ll succeed too.” But mimicry is not the key to innovation and growth.
It’s also plain lazy.
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@sweatystartup
Interesting perspective and opinion but zero scientific evidence presented. Just like always eat chocolate dipped in bacon and no other way cause I said so.
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How can you shift from offering solutions to asking the right questions to transform problem-solving and decision-making processes in a team or organization?
In this post/video, we'll explore the concept of first-principle thinking and its role in unlocking creative
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How can you show up to conversations to understand the client better or, when talking to a friend or colleague, help them uncover their true challenge?
🧵
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Your customers
don't care
about
how awesome
your product/service is.
They
care about the
awesome thing they will
be able to do after
using your
product/service.
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@realEstateTrent
Another reason why we shouldn’t underestimate or judge someone based on our perception
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I see a troubling disconnect between holistic brand-building and the relentless pursuit of measurable growth by metric-obsessed executives everywhere I look.
You know who you are 🤓
Read 👉
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How do you show up to clients?
Vendor and order taker or trusted advisor?
Well, what drives conversations?
'The Business Case' or 'The Business Brief'
@heyyousuf
and I delve into the differences in how consulting and agency folks show up to clients.
Full episode link in
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"We do everything."
Signs you have a positioning problem.
Get clarity:
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@apixelpusher
The reception desk is facing the wrong way at this plastic surgeon's clinic in California
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@realEstateTrent
@jspujji
Step out of the western world. Travel to Asia and 99% of belief are going to be shattered. Pinky promise 😉🤓
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Brilliant 📈👌🏼
Revenue and income are NOT the same thing
Costs and expenses are NOT the same thing
Net income and free cash flow are NOT the same thing
Confused? Here's a quick breakdown:
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@sweatystartup
No man! You are totally in your right in your perspective and opinion in bringing up your kids in the best of your knowledge. There is lots of other valid and useful and “correct” approaches which work equally well. This solo, individuality idea is western. Not trolling. 👌🏼👍🏼
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@jen_keesmaat
Canada has always been this place where new arrivals could work their way up to a comfy middle-class life, usually in just one generation.
But if we don't get our act together with housing, healthcare, and other big stuff, we risk losing that special thing about Canada.
And
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@thesamparr
This
what do we have here?
still digging in, but seems like a fascinating application of AI for education: start a chat with any historical figure to learn and converse based on their full history.
“Historical Figures” 🤯
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@thejustinwelsh
Reminds me of this quote:
“You’re so busy doubting yourself while so many others are intimidated by your potential.”
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@Codie_Sanchez
New CEO:
I fired my legal and accounting department.
You:
Why?
New CEO:
AI, bruh.
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