Strategy with substance: How to sharpen your positioning and make structured decisions

Achieve sustainable success with a clear positioning strategy and well-considered decisions. Structures, models and practical examples for SMEs.

The way out of the decision-making jungle

Entrepreneurs make decisions every day. Big ones, small ones, spontaneous ones, postponed ones. Some feel like walking a tightrope over the abyss, others like ticking off a shopping list. But many of these decisions are made without a clear system behind them.

Good decisions are not based on intuition alone. They are the result of structured deliberation. A tried and tested thinking model is the so-called decision triangle:

Ziele: Was soll erreicht werden?
Ressourcen: Was steht zur Verfügung?
Risiken: Was könnte schiefgehen?

„Decisions are not made with your gut feeling, but with your toolbox.“

Market positioning – the invisible backbone of your business

Many companies struggle with the question: What do we actually stand for? The answer is not an advertising slogan, but the core of every market positioning. It's not about being loud, but clear.

To sharpen your positioning, focus on three simple questions:

Who do we help? (Target group)
How do we help? (Service)
Why do we do it better than others? (Differentiation)

„Our customers now say: ‘Finally, I know what you stand for!’ – That came after our repositioning.“

The right positioning strategy – not guesswork, but structure

A good positioning strategy is not a wish list. It follows a logical structure. Various models help to create clarity:

Golden Circle (Why – How – What)
USP Canvas (systematically identifying uniqueness)
Positioning Cross (visual classification in the market)

Depending on the size of the company and the industry, a different approach may be worthwhile. The important thing is that it is not the model that makes the difference, but the thinking behind it.

„With a good model, gut feelings suddenly become clear.“

Optimising processes – the underestimated lever for clarity

Many entrepreneurs seek clarity in meetings, PowerPoint presentations or self-help books. But it is often hidden in their own processes. Optimising your processes not only takes the pressure off your team, but also clears your head.

An example: A painting company in Bern has digitised its quotation requests. Instead of a mess of telephone notes, there is now a clear form with automatic appointment scheduling. Less back and forth, more focus on the work.

Optimising processes does not mean changing everything. It means recognising where things can be done more simply, quickly or clearly.

Successful company positioning – the interplay of thinking, deciding and acting

Successful corporate positioning does not happen on paper, but in action. It is the common thread that runs through strategy, communication and customer contact.

But this thread must also be allowed to evolve. Because markets, people and opportunities change. The trick is to remain consistent while still being open.

Checklist for determining your position:

Is the benefit we offer our customers clearly formulated?
Do all employees know what we stand for?
Do customers recognise how we differ from the competition?
Do our processes reflect our positioning?
Do we make decisions that are in line with our strategy?

„Those who position themselves clearly not only attract customers – they also make the right decisions.“

No digital profile without clear positioning

In digital marketing, visibility is only for those who radiate clarity. Search engines, social media, websites – these are not advertising billboards, but stages for expressing your attitude. If you don't know what you stand for, you won't be found online – or worse, you'll be confused with someone else.

A well-thought-out positioning strategy is not a luxury today, but a survival strategy. It forms the basis for keywords, content, design, advertising campaigns and customer communication. Without it, marketing measures fizzle out like smoke without fire.

Whether you're a craft business, a trust office or a hairdressing salon, if you want to make a convincing impression online, you need more than just pretty pictures and snappy texts. You need a sharp profile. Because only those who recognise themselves can shine in their digital reflection.