This episode provides comprehensive guidance for IP professionals—including patent attorneys and licensing experts—on the strategic necessity of positioning themselves in a competitive market. It defines positioning as the deliberate process of clarifying an expert's unique value, target audience, and the specific problems they solve to avoid commoditisation and attract higher-quality mandates. The episode outlines nine core principles for successful positioning, emphasising evidence before claims, aligning expertise with business outcomes, and maintaining consistency across all communication channels. Furthermore, it details how the IPBA Connect platform and IP Business Academy provide the infrastructure, tools, and publishing rhythm necessary to implement this strategy, transforming individual competence into measurable market leadership and long-term trust.
