This is strategy number 3 in a series of strategies for how to position as the expert and authority in your industry.
The first strategy was the Beacon Strategy.
The second strategy, was the Ratcheting Up Strategy.
This strategy is the Personalisation Strategy.
In the Ratcheting Up Strategy, we focused on a particular capability of yours – and then scaling out that solution to another similar market segments as well. That’s called a “horizontal positioning” strategy, since it’s taking the same skill or expertise “horizontally” to different market segments.
Of course, you can do the opposite – stick with one target market segment, and add other services and capabilities to help serve them. That’s called a “vertical positioning” strategy, since it sticks with one market segment and serves them more deeply.
And that’s also the Personalisation Strategy: pick a single, specific market segment, and personalise your services to meet their particular needs.