Marketing

How to position your firm in 6 months

Sometimes, all you need is a kickstart. That’s all it took for Julia Nable, co-founder (with her partner) of SandorMax, to decide how to position their small Connecticut-based firm after 6+ years in business.  I met with Julia and Zoltan for a 2 hour consultation in June 2011 (almost exactly 6 months ago). Then, in early December, Julia wrote to tell me they’d made great strides with their positioning and their target market, healthcare and bioscience companies – and that they were accepted as speakers at a prestigious industry conference later this year.   I was like a proud parent! Here’s how it happened.  First, like everyone else, they were generalists, until they came to the realization that this approach just wasn’t working. She said, “We were so broad that we were taking any work th

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