By Julie Condliffe
In a world teeming with noise, authority is no longer enough. Talent is no longer rare. And effort alone will not guarantee you a seat at the table. The real currency in today’s business landscape is positioning.
Why positioning matters more than ever
We live in an era where perception precedes reality. Whether we like it or not, people make decisions based on what they see, feel, or hear about you long before they experience the substance behind your name. In business, this plays out in silent negotiations that happen behind closed doors. Who gets the invitation to the panel? Who’s approached for the lucrative collaboration? Who is quietly elevated, without having to shout?
Those decisions are often made not based on merit alone, but on strategic positioning. This is especially true in competitive environments like London’s business scene, where influence, visibility, and trust have become decisive advantages.
Positioning is not posturing
Let’s be clear: positioning is not about pretending. It is not smoke and mirrors. The strongest positioning is authentic, aligned, and consistent with who you are. It’s the intentional and strategic arrangement of your story, your strengths, and your substance in a way that makes people pay attention and want to stay.
It means deciding where you want to sit at the table and then making that seat yours long before the meeting begins. It is what separates thought leaders from experts, brands from businesses, and icons from influencers.
From invisible to in-demand
Many entrepreneurs and professionals work tirelessly to prove themselves, hoping their value will be recognised. But without the right positioning, even brilliance can remain invisible. I have worked with lawyers, CEOs, coaches, and creatives—all incredibly gifted—but many remained overlooked because they failed to position themselves for visibility, influence, and trust.
I often say: it’s not enough to be the best. You must be perceived as the best—or at least positioned powerfully enough to be considered.
Positioning is what transforms your message into a movement. It turns clients into advocates. And it shifts you from “just another option” to the only obvious choice.
The 3 pillars of powerful positioning
To build authority and remain unforgettable in any industry, there are three key pillars of positioning that every professional must master:
1. Clarity
Clarity is the cornerstone. You must know who you are, what you do, and why it matters—in a way that others can instantly grasp. Confused people don’t buy, follow, or trust. Your message must be clear, cohesive, and aligned across every platform, from your LinkedIn bio to your boardroom pitch.
Positioning without clarity is just noise. But when your value proposition is crystal clear, you cut through the clutter and speak directly to the people who need you most.
2. Credibility
Your story and track record must support the position you want to occupy. You cannot position yourself as a high-level strategist while showing up inconsistently or delivering average results. Credibility is earned through excellence, consistency, and proof.
That proof can take the form of client results, speaking engagements, media features, testimonials, or thought leadership content. For example, as someone who has written for Global Woman Magazine, spoken on different stages, and published books—one of them being Unbreakable—my credibility is rooted not just in qualifications, but in results and real-world resilience.
Every feature, publication, or accolade should feed your positioning strategy—not for vanity, but for trust.
3. Visibility
Even if you are the best-kept secret, you’re still a secret. Visibility is not about being everywhere; it’s about being in the right places where your ideal audience, clients, or investors are paying attention.
In today’s digital economy, your online footprint matters just as much as your offline reputation. Where are you showing up? Who is mentioning your name in rooms you’re not in? Strategic visibility is the final push that transforms strong positioning into tangible results.
The role of positioning in wealth creation
There is a direct link between positioning and profitability. Those who are positioned well are able to command premium pricing, attract aligned partnerships, and scale with less resistance. That’s because they are no longer competing on price or shouting for attention. Their brand does the heavy lifting.
Positioning eliminates the need to constantly prove yourself. It magnetises opportunities. It turns one-time wins into long-term leverage.
As someone who has built businesses in the property, legal, and coaching industries, I’ve seen firsthand how powerful positioning can unlock new income streams, build investor confidence, and accelerate growth.
Positioning is a long game
This is not a one-time tactic; it is an ongoing strategy. Your positioning must evolve as you grow. With each new chapter, a new market, a new offering, a new identity—you must be intentional about how you’re perceived and positioned.
For example, when I transitioned from legal professional to author and speaker, I had to reposition myself. I could not rely on my legal track record alone. I had to establish credibility in a new space. That meant publishing thought leadership content, securing speaking slots, sharing parts of my story I had once hidden, and showing up consistently in front of the right audiences.
It wasn’t easy—but it was worth it. Because today, my positioning precedes me. And that’s the goal: to win before you speak.
Final thoughts: position yourself before others do
If you do not take control of your positioning, the world will do it for you—and often, inaccurately. You’ll be reduced to someone’s limited view of your role, your background, or your LinkedIn title. You’ll be boxed in, branded poorly, and battling for relevance in a space you were born to lead.
Positioning allows you to define yourself powerfully and proactively. It is one of the most underleveraged tools in business, and yet, it is the secret behind every influential brand, thought leader, and legacy-builder.
So, whether you’re a founder, a professional, or a rising voice in your industry, I urge you to invest in your positioning. Not later—now.
Because when your positioning is powerful, the world doesn’t just notice. It remembers. And it responds.
