The Positioning Venn
What makes you the obvious choice isn't what you do - it's the one thing you do that clients want and rivals can't copy.
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The mechanism
Three overlapping circles: what you do, what clients care about, and what competitors can't easily copy. Most agencies talk about the first circle - their services - but competitors offer those too, so it's a crowded, cheap place to stand. What actually sets you apart is the small middle where all three circles overlap. Most agencies forget that third circle, and that's exactly where the difference lives.
Part of Positioning. Who you are for and why you are the obvious choice.