What a Stolen Car Taught Me About Market Positioning

In a world full of options, you must become the obvious one

A few weeks ago, my wife parked our car on the street after collecting our teenage daughter from evening tennis.

The next morning, the car was gone.

The theft itself was more admin than drama — police reports, insurance calls, a few blank stares at the empty curb.

But here’s what surprised us:

We adapted very quickly.

Cycling became our new normal.

We started appreciating the local area more — cycling by the Thames, through Richmond Park, even in light rain.

For heavy rain, there was Uber. Or the bus.

The point is: when something’s removed, we find alternatives.

So what’s this got to do with your consulting business?

A lot.

Because your clients are doing the same thing.

If you’re not clearly positioned, they’ll find alternatives — other consultants, DIY attempts, or just stick with the status quo.

That’s why your positioning needs to be razor-sharp.

You need to be the obvious choice — not just a choice.

How do you do that?

Here are three positioning levers that work:

1. Clarify your unique value proposition

What differentiates you?

Why does that matter?

Your genius, your process, your outcomes — these should be unmistakable across every channel.

2. Create and promote irrefutable value

Co-create insights with your ideal decision-makers.

Publish those insights. Speak about them.

Show you’re thinking at the same level they are — or higher.

This builds authority before the sales conversation.

3. Use case stories and testimonials strategically

Nothing is more persuasive than transformation told by your clients.

Share outcomes, shifts, and measurable wins.

Help your prospects see themselves in the success.

A quick reflection

What is one aspect of your offer that truly sets you apart?

And is it obvious — not just to you, but to your market?

In a noisy world, you need to be noticed for the right reasons.

In summary

Just like we adjusted quickly to not having a car, your clients will adjust quickly to not hiring you — unless you’re positioned as essential.

Stand out through precision, not noise.

And remember: alternatives always exist.
Your job is to make choosing you feel like the only rational choice.

Want help refining your positioning and becoming the first-choice consultant in your market?
Take the Recognition Scorecard to identify what’s holding you back — and how to fix it.