A Creative Boutique Advisory
Positioning creative firms profitably in competitive markets
THE POSITIONING CEILING
LOW BUDGETS AREN’T A PRICING PROBLEM
They see you as a maker, so they hire you to make. Focus positions your firm to be hired for its thinking, where the decisions are made and the budgets are set.
Request This Engagement >POSITION TO BE SEEN
From one of several firms that could do the work to the obvious firm to call. Over twelve weeks, we define what you should be known for, who it matters to and why the right buyers should choose you without comparing you to three similar firms. You leave with a position you can say in one line, a narrative that explains it and the language to carry it into your website, proposals and client conversations. My role is to research, challenge and edit until the position holds.
HOW IT WORKS
Step 1
SEE THE CURRENT POSITION
We review your website, proposals, recent projects and the way clients describe you. The gap between how you see the firm and what buyers actually remember is usually where the problem begins.
Step 2
CHOOSE THE TERRITORY
Together, we decide who the firm is for, what problem it should own, what makes that position credible and what you are willing to refuse.
Step 3
CREATE THE LANGUAGE
We turn the strategy into a clear positioning statement, a one-page narrative and the language you can use wherever buyers encounter you.
Step 4
PUT IT UNDER PRESSURE
The position goes into real conversations, proposals and pages. We review what happens and refine it until you and the market understand it the same way.
WHO IT’S FOR
Focus is for independent creative firms whose work is good but whose market position is too broad, too service-led or too similar to everyone else’s. You may be losing pitches on price, getting hired to execute decisions made by someone else, or describing the business with a list of capabilities nobody remembers. The issue is not the quality of the work. It is what the work has taught the market to hire you for.
WHAT YOU LEAVE WITH
A defensible market position, a clear definition of your best buyers, a one-page positioning narrative and practical language for your website, proposals and sales conversations. No polished strategy theatre. Just a position your team can use and your buyers can understand.
ADDON
WANT US TO BUILD THE WEBSITE TOO?
Focus can extend into a complete website engagement, including strategy, copywriting and coordinated implementation.
From €15,000
ADDON
TURN YOUR EXPERIENCE INTO EXPERTISE
Once the position is clear, we can turn what you know into something the market can recognise and remember. Over three months, we develop a methodology, book, signature talk or complete client workshop around your own intellectual property. Positioning gives you territory. Expertise gives you something proprietary to own within it.
Three months · €8,000
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
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.
Marko has been fantastic at helping us appreciate the value we already have and how to communicate it. With his guidance, we've found the strength to get out of our comfort zone to be more ambitious. There's no denying that Marko's continued help and support have led us to significant growth.
Adam Gill
Founder, Joyo (Ex Google)
USA
Marko, I want to thank you for helping us to get our agency to the next level. We have been working together now for just over a month, but I can already see the results. You know what you're talking about, and you're giving us the tools and the frameworks to achieve our goals, which is just wonderful. And for a German guy, you got a lot of humour.
Séan Walsh
Founder, Koekepeer
Netherlands
I personally want to extend my deepest gratitude to Marko. His professional guidance, coupled with his amiable nature, has been a tremendous asset to our team. His advice has always been spot-on, leading us to paths we never thought possible. So, a big thank you to Marko, not just for being an incredible professional but also for being a great individual. Your contributions have been a cornerstone of our success here at Morgenluft.
Stephan Scholdra
Co-Founder, Morgenluft
Germany