via Tamsen Webster:
Most people's instinct is: “I need better positioning! I need to own a clearer place in people's minds!”
But positioning isn't actually the problem. At least, not at first.
Before an idea can hold a position, it has to earn the right to be there at all. That's known as standing — the idea's own credibility, separate from yours.
Here's the thing about how our brains work: when we hear a new idea, we don't start by asking who's saying it. We start by asking does this make sense? Can it survive the probability test I'm about to run on it? Only if it passes do we even get to "should I trust this person?"
Which means all the credibility-building in the world won't save an idea that hasn't earned its own right to be heard.
The good news? When an idea has true standing — when it connects to an outcome people already want, explained through things they already know to be true — the positioning usually takes care of itself.
New Substack article on exactly how to build that. Subscribe in my bio!"
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