In this episode of Futurecrafting™, Patrick Kizny shares his frustrations with the common misconceptions about positioning in the creative industry. He argues passionately that positioning is a strategic business issue, not just a matter of clever copywriting. Patrick highlights the current challenges creative firms face and why relying on outdated methods won't suffice.
Key Takeaways:
Positioning Misconceptions: Patrick explains why treating positioning as a copywriting issue is fundamentally flawed. Effective positioning requires a deep understanding of the market, client motivations, buying processes, and identifying a distinct market position.
Economic Shifts and Challenges: Following the economic downturn of 2022 and a tough 2023, creative firms face significant challenges. Patrick outlines key industry shifts affecting the landscape:
The Fall of Agencies: There's a growing trend of buyers favoring in-house teams over traditional agencies, impacting creative studios directly or indirectly.
Market Saturation: The influx of small studios and freelancers has saturated the market, intensifying competition and driving down prices.
Collapse of Communication Channels: Traditional outreach methods like email and social media networking are becoming less effective due to the rise of generative AI and increased sales pressure.
Strategic Positioning: With these challenges, positioning your creative firm correctly is more critical than ever. Patrick emphasizes that this requires a strategic approach, often with the help of experienced advisors.
Advisory Support: Many successful studios benefit from external advisory support to navigate these complex challenges and refine their positioning strategies.
Join Patrick as he breaks down these pressing issues and offers actionable insights to help creative firms thrive in a changing market. Stay prolific, and till the next one!
