Obstacles can simply mean cleaning up your presentation so that it’s consistent. It can
also mean knocking out a competitor who occupies the position you want. That can be
difficult, at best, when going toe-to-toe. A better approach might be redefining your posi-
tion so you can occupy a spot that isn’t already taken. For example, many years ago,
Coke® held the top spot when it came to soft dinks. 7-Up® wanted that spot, but sim-
ply couldn’t compete against them. Coke’s position was simply too deeply engrained in
consumers’ minds. In a brilliant twist, 7-Up entered the arena as the Uncola. They de-
fined a completely new position that proved to be highly successful.
- Do you have the resources to overcome these obstacles?
This often means money for promotion, but for bands with more savvy and smarts
than money, it can mean tapping into key fans, influencers, street teams and similar re-
sources to help you reach your desired position. For example, a grassroots word-of-mouth
campaign could be developed to get people talking about your band, what it’s all about
(your desired position) while building buzz and awareness.
Once you’ve established yourself and own a position, don’t forget that it takes effort,work and consistency to hold on to it. It’s a myth to believe that you can rest and bask in
the warmth of your foothold in the minds of your fans. No doubt, there will be another
band or act, odds are, several, who are going to want to kick you out and gain your posi-
tion. Consider all the bands and solo performers who have been one-hit wonders. They
may have reached their goal, but, due to lack of a sound work ethic, inspiration, bad
deals, support and resources to maintain their glory days, they simply faded away.