How to Create Irresistible Positioning | How To Founder Podcast ft. Shahar Boyayan

In a revealing episode of How To Founder, hosts Anthony Franco and Chris Franks sat down with positioning expert Shahar Boyayan to unpack the science behind creating irresistible positioning for businesses.

The Challenge of Modern Attention

Today's business landscape presents unprecedented challenges in capturing customer attention. With attention spans shorter than a goldfish's and the need for 18 touchpoints just to be noticed, businesses must master the art of positioning or risk being lost in the noise.

The Foundation of Irresistible Positioning

Boyayan emphasizes that successful positioning isn't about stating your mission – it's about making an irresistible promise to your market. This promise should focus on who your customers become through your product or service, not just what you do.

Key Elements of Effective Positioning:

1. Emotional Connection Businesses that trigger specific emotional responses see up to 200% increase in engagement. Understanding whether you're selling a commodity or an emotional experience is crucial for determining your positioning strategy.

2. Customer Psychology The discussion revealed how fundamental human psychology, including the core emotional drivers and basic needs, remains unchanged despite technological advancement. This creates opportunities for businesses to connect on a deeper level.

3. Value Perception Using Starbucks as an example, Boyayan illustrated how emotional connections can override rational decision-making in purchasing behaviors. This demonstrates the power of proper positioning in commanding premium prices.

Modern Market Dynamics

With increased isolation and digital transformation, customers are seeking hyper-personalization and authentic connections. Businesses must adapt their positioning to address these evolving needs while maintaining genuine human connections.

Practical Implementation:

• Use mind mapping tools for visual planning

• Leverage AI for brainstorming and strategy

• Focus on detailed customer profiling

• Maintain consistent communication with customers

• Build authentic emotional connections

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This article was based on an interview with Shahar Boyayan on the How To Founder Podcast, hosted by Anthony Franco and Chris Franks.