Brand positioning is about focus. Pick one thing that’s genuine and authentic to who you are and own it. There may be no better example of an athlete choosing to focus his efforts on one area than boxing legend Evander Holyfield. Holyfield credits his mother’s advice for his success in the ring. When he was a child, Holyfield’s mother told him, “You can’t be great at everything. Pick one thing and be the best at it.” Holyfield took those words to heart and finished his career as one of the greatest fighters of his generation. Follow that same advice as you develop your positioning statement. Pick one thing and be the best at it.
“If you chase two rabbits, you will not catch either one.” —Russian proverb