Play Your Position!

The Only Way to Win in Business

Have you ever watched 5-year-olds play soccer?��It�should be called "Follow the Ball," because that is what happens the entire�game.� The beginning of the game starts with players in assigned positions.� However, as soon as the whistle blows, all the kids form into a big heard�guided by a little checkered ball.

High school soccer is an entirely different experience.� The players start in the same positions as the 5-year-olds.� This is where the similarity ends.� The whistle blows to start the game and the players...play their positions!� What a difference a decade makes.� As the players grow older and wiser, they learn that they must play their positions in order to be successful.� If the defenders run up to play offense, then nobody is playing defense.�

Even to non-soccer players, it makes sense advanced�players learn the importance of playing their positions.� When you have a defined position, your team knows what to expect from you.� It is your job to deliver on those expectations.� Although the thought of chasing the ball is tempting, strong soccer players play their positions.

Soccer serves as a great analogy for small businesses.� Far too many owners want�to chase revenue, much like the 5-year-olds chasing the ball.� We all want to believe�if you work hard at growing your business, you will be rewarded.� We want to believe it, because it seems like it should be that way.� Unfortunately, hard work does not guarantee business success.� Smart business owners clearly define their position (or brand) in the market and remain committed to meeting the expectations of their customers.

Much like a soccer coach picks players who are strong in a certain position, customers pick businesses that are strong in their position.� If the need is defense, the coach picks a player who is strong in defense.� He doesn't pick a defender who has a history of running all over the field chasing the ball.� When customers want a specific service, they pick the business that has defined�itself as a specialist in that area.� Customers do not trust (or pick) a business that does everything and anything.�

If you want your business to be "picked," these are the two things you need to concentrate on now:

1)�Select Your Position - Customers need to know what you stand for and be confident they can trust you.� Having a�defined position and remaining committed to it is how you establish the much needed trust.� Can you easily and clearly articulate what position you play?

2)�Play Your Position!�- K-Mart used to be�one of the largest discount-retailers in the country.� Along with (and possibly because of) stiff competition,� K-mart tried something new.� They started using celebrities to sponsor higher-end products.� K-mart�played the discount-retailer position since it�started�in the early 1960s.� By leaving their position, K-mart confused its customers.� Sadly, K-mart�must now�merge with Sears just to stay in the game.

Much like the 5-year-olds that score a goal because they left their defense position to chase the ball, the company that chases�revenue may become excited about a new service or product outside of their position.� Immediate profit�does not always equate to long term business success.