You can change your positioning to appear more unique or higher-value by leveraging multiple tools related to anchoringframing and contrast, and others.

There are four main ways to achieve this:

  • Change your anchoring and/or your consented claims;
  • Change your reputation;
  • Use bundling;
  • Change the actual paradigm;

The Persuasion Psychology Behind the Technique

Positioning works through multiple framing techniques. Anything can be considered more or less valuable depending on the comparisons made and the good or bad elements highlighted. Therefore, the apparent value of something can be changed through these techniques.

Simply change any combination of your claims, your reputation, the conditions under which you deliver value and/or who you compare yourself to to improve your positioning.


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Steve Jobs and hoodies

Hoodies are common in SV nowadays, but at the time, Steve Jobs could only do it because he played his own game and was not comparable to others.

Book authors

When you buy a book from an author that makes a claim (e.g., "The best negotiation coach"), you are consenting to their claims to an extent

Playing your own game

When you are one of a kind, your persuasion snowballs with your own audiences, platforms, products and community

Use Cases For the Four Quadrants

Key Takeaways
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How to Stack This Technique