OCTOBER COHORT INTAKE IS NOW OPEN

PILLAR ONE: POSITIONING

Decide who you are before the market decides for you.

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Three Steps

Step 1

Future
Mapping

Lock in your goals, identity, mindset blocks, and roadblocks. The foundation everything else builds on.
Step 2

Profitable Positioning

Find positioning that attracts ideal clients and commands better budgets. Know exactly what to say.
Step 3

Converting
Websites

Map your messaging around psychological frameworks that turns visitors into conversation without selling out.

Positioning is where the budgets are set.

Not in the pitch. Not in the portfolio. In the identity your market assigns you before you've said a word. This pillar changes that identity — from executor to the firm that gets hired to lead.

What it is

A [two-day] positioning workshop and [four] weeks of follow-through. We define who you serve, what you're for, what you refuse, and how you say it. You leave with a positioning statement you'd defend in a room, a one-page narrative, and the language for your website, your proposals and your first conversation with a new client.

Why it's needed

Your portfolio proves you can execute. It says nothing about whether you can think and lead. Until the positioning says it, clients will keep hiring you for the hands.

How to get started

A short call, or Find Your Gap if you're not sure this is the pillar.

Who it's for

Creative firms and independent practices who are good, known in their circle, and still interchangeable to the people with the budgets.

When the time is right

There are many symptoms that might signal the need for Positioning, including:

Losing pitches on price to firms you know are worse
Hired to make, then watched while someone else decides
No specialisation anyone could name
Describing what you do by listing services
Lack of market differentiation
Constantly responding to RFPs
Losing pitches on price to firms you know are worse
Hired to make, then watched while someone else decides
No specialisation anyone could name
Describing what you do by listing services
Lack of market differentiation
Constantly responding to RFPs

What to expect

You're ready to get started. What happens next?

1. Paperwork

Agreement and invoice.

2. Materials

Website, last five proposals, three projects you're proud of, three you'd rather forget. Two hours.

3. Interviews

[Three to five] short calls with past clients. I run them. You'll hear what they actually bought.

4. The Workshop

[Two days.] Market, identity, refusal, language. We end with a draft positioning statement and the arguments for it.

5. Follow-through

[Four] weeks. Weekly review of the statement in use — on the site, in a proposal, in a conversation — until it holds.

Deliverables

Concise recommendations.
No polished deck. Carefully stated recommendations for your notes.

‍The theory, before each module.
A PDF explaining how I think about positioning and how to apply it to your firm.

‍Recorded working sessions.
Every call recorded, transcript delivered afterwards.

‍Your positioning, manifested.
Statement, narrative, and the website copy that carries it.

Logistics

Location

Remote, or in person in Tegernsee, Germany.

Duration

[Two days] plus [four] weeks.

Scheduling

Two to four weeks out.

Participation

Principal for the full workshop. Partners and leads for [day one].

Qualification

An independent creative firm with a principal in the room. Works best above [€150k] annual revenue.

Cost

€6,000

Payment Terms

Prepaid, non-refundable. Travel costs excluded. VAT excluded. Bank transfer or card.

Pfann GmbH, Schwärzenbach 6, 83703 Gmund am Tegernsee, Germany
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