A-ha! Positioning (Cunningham Collective Seminar, 2015)
| Author | Becky Bausman, Cunningham Collective |
|---|---|
| Published | October 8, 2015 |
| Format | Talk |
TL;DR — Slide deck from a 2015 startup seminar arguing that positioning is strategy: a precise, fact-based statement of what you do, for whom, and why it matters.
A 28-slide deck from a seminar given by the marketing firm Cunningham Collective at the GSVlabs Pioneer Summit on 8 October 2015, presented by principal Becky Bausman. It is organised around four questions: what positioning is, why it matters, how to develop it, and how it evolves.
The core claim is that “positioning is strategy.” A positioning statement should say what the company does, for whom, why it matters and how it is different, and should be precise, concise, fact-based and aspirational; it is not a tagline, a campaign or hyperbole. The deck draws a line between positioning (rational, the strategy in precise phrases) and branding (emotional, the same strategy in tone, colour and imagery), then walks through a process for developing and revising a position as a company grows.
What it is: A consultancy’s conference slide deck, without speaker notes. Practitioner advice, not research.
Where this came from
- A copy saved in October 2026.
28 pages. A PDF copy is held in Kyle’s private archive; it is not linked or shared here.