How can business help solve society’s biggest challenges? Welcome to Take on Tomorrow, the award-winning podcast from PwC that examines the biggest problems facing society and the role business can—and should—play in solving them. Hosts Femi Oke and Lizzie O’Leary talk to industry innovators, tech trailblazers and visionary leaders from around the globe about timely topics: from the climate transition to AI and data; and from the future of food to how we build, move and power the world.
…
continue reading
Content provided by Marcel Petitpas. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Marcel Petitpas or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
Similar to The Agency Profit Podcast
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Operationalizing and De-Risking Positioning, with Mike Grinberg
Manage episode 501293323 series 2820836
Content provided by Marcel Petitpas. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Marcel Petitpas or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
Points of Interest
- 1:10 – 2:03 – Introduction: Marcel welcomes Mike Grinberg, founder of Proofpoint Marketing, who specializes in helping boutique firms strengthen positioning to compete against large incumbents.
- 2:15 – 3:54 – Competing with “IBM”: Mike explains his role as helping boutique firms reduce client risk perception so they can win against well-known, safer-seeming competitors.
- 4:48 – 5:40 – The Safe Choice Problem: Agencies that differentiate too much without context risk being seen as confusing or risky, which often drives clients back to incumbents.
- 5:46 – 8:44 – Positioning Overlooked Through Risk: Traditional positioning frameworks focus on being better or different but rarely consider how buyers perceive risk in making a nontraditional choice.
- 10:08 – 12:52 – Why Positioning Matters More Now: In uncertain markets, poor positioning is exposed. Firms that only grew with the tide find themselves struggling when growth slows.
- 13:10 – 14:16 – Positioning as an Operational Issue: Positioning cannot be treated as surface-level messaging; it must be reflected in delivery, hiring, onboarding, and overall business design.
- 15:13 – 17:29 – Three Levels of Differentiation: Mike outlines functional, intellectual property (frameworks, tools, methodologies), and promotional differentiation as the three vectors agencies must align.
- 19:00 – 20:13 – The Category Dilemma: Agencies often struggle between fitting into known categories, which brings competition, or creating new ones, which increases client risk and education costs.
- 22:23 – 24:03 – Functional vs. IP Positioning: Mike advocates anchoring to existing categories functionally while differentiating through intellectual property and go-to-market messaging.
- 26:30 – 27:49 – Starting with Ideal Client Profile (ICP): Effective positioning begins with deeply defining the ICP beyond titles and industries, including attributes like stage, structure, and challenges.
- 30:26 – 36:23 – The Risk Perception Matrix: Mike introduces his framework with two axes—personal vs. organizational risk and internal skepticism vs. external questioning—to explain how agencies can derisk buying decisions at every stage.
Show Notes
- Connect with Mike via LinkedIn
- Newsletter: Proofpoint.marketing
- Risk Perception Matrix
Love the Podcast
Leave us a review here.
196 episodes
Share
Manage episode 501293323 series 2820836
Content provided by Marcel Petitpas. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Marcel Petitpas or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
Points of Interest
- 1:10 – 2:03 – Introduction: Marcel welcomes Mike Grinberg, founder of Proofpoint Marketing, who specializes in helping boutique firms strengthen positioning to compete against large incumbents.
- 2:15 – 3:54 – Competing with “IBM”: Mike explains his role as helping boutique firms reduce client risk perception so they can win against well-known, safer-seeming competitors.
- 4:48 – 5:40 – The Safe Choice Problem: Agencies that differentiate too much without context risk being seen as confusing or risky, which often drives clients back to incumbents.
- 5:46 – 8:44 – Positioning Overlooked Through Risk: Traditional positioning frameworks focus on being better or different but rarely consider how buyers perceive risk in making a nontraditional choice.
- 10:08 – 12:52 – Why Positioning Matters More Now: In uncertain markets, poor positioning is exposed. Firms that only grew with the tide find themselves struggling when growth slows.
- 13:10 – 14:16 – Positioning as an Operational Issue: Positioning cannot be treated as surface-level messaging; it must be reflected in delivery, hiring, onboarding, and overall business design.
- 15:13 – 17:29 – Three Levels of Differentiation: Mike outlines functional, intellectual property (frameworks, tools, methodologies), and promotional differentiation as the three vectors agencies must align.
- 19:00 – 20:13 – The Category Dilemma: Agencies often struggle between fitting into known categories, which brings competition, or creating new ones, which increases client risk and education costs.
- 22:23 – 24:03 – Functional vs. IP Positioning: Mike advocates anchoring to existing categories functionally while differentiating through intellectual property and go-to-market messaging.
- 26:30 – 27:49 – Starting with Ideal Client Profile (ICP): Effective positioning begins with deeply defining the ICP beyond titles and industries, including attributes like stage, structure, and challenges.
- 30:26 – 36:23 – The Risk Perception Matrix: Mike introduces his framework with two axes—personal vs. organizational risk and internal skepticism vs. external questioning—to explain how agencies can derisk buying decisions at every stage.
Show Notes
- Connect with Mike via LinkedIn
- Newsletter: Proofpoint.marketing
- Risk Perception Matrix
Love the Podcast
Leave us a review here.
196 episodes
All episodes
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Similar to The Agency Profit Podcast
How can business help solve society’s biggest challenges? Welcome to Take on Tomorrow, the award-winning podcast from PwC that examines the biggest problems facing society and the role business can—and should—play in solving them. Hosts Femi Oke and Lizzie O’Leary talk to industry innovators, tech trailblazers and visionary leaders from around the globe about timely topics: from the climate transition to AI and data; and from the future of food to how we build, move and power the world.
…
continue reading
Alessandro Bogliari, CEO and Co-Founder of The Influencer Marketing Factory, a global influencer marketing agency, talks with great guests about influencer marketing, social media, the creator economy, social commerce and much more.
…
continue reading
Welcome to the What’s Next! Podcast. I’ve met so many brilliant people as I traveled the globe and have had some fascinating conversations that I’ve wished had been recorded so I could share them with you - this podcast was a way for me to recreate those moments and let you in on some fantastic insights. My current conversations center around one objective: what's next for companies and individuals as they look to innovate and grow. I hope these conversations inspire you as much as they have ...
…
continue reading
A top podcast for healthcare leaders, with over one million downloads, Radio Advisory is your weekly download on how to untangle the industry's most pressing challenges to help leaders like you make the best business decisions for your organization. From unpacking major trends in care delivery—like site-of-care shifts and the rise of high-cost drugs—to demystifying stakeholder dynamics, to shining a spotlight on priorities that may get overlooked, we're here to help. Our hosts and seasoned r ...
…
continue reading
Rachel Cooke is your guide to leadership and communication, helping you craft a workplace environment you can feel good about. She’ll share tips to help you balance your work and personal life, effectively invest your time, and be mindful about where you’re devoting your energy. Let Rachel help you navigate your path to success—however you define it.
…
continue reading
Some Goodness is hosted by Richard Ellis, a seasoned sales leader passionate about inviting top business minds to share their wisdom. Each episode is only 15-20 minutes, perfect for your commute or workout.
…
continue reading
The Knowledge at Wharton Network Acast feed serves as a curated showcase highlighting the best content from our podcast collection. Each week, we feature one standout episode from each show in the Wharton Podcast Network, giving listeners a comprehensive sample of our diverse business and academic content. This rotating selection allows audiences to discover new shows within our network while experiencing the depth and variety of Wharton's thought leadership across different topics and forma ...
…
continue reading
Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (Hubspot's SVP of Marketing), lead you down the rabbit hole of marketing trends, growth tactics and innovation. On the way you’ll pick up undiscovered strategies to give you that slight edge for success. These are not your typical twitter thread regurgitated marketing tactics that everyone is doing. These are new methods, with unfiltered examination of successful fresh ideas.
…
continue reading
The Craig Groeschel Leadership Podcast offers personal, practical coaching lessons that take the mystery out of leadership. In each episode of the Craig Groeschel Leadership Podcast, Craig brings you empowering insights and easy-to-understand takeaways you can use to lead yourself and lead your team. You’ll learn effective ways to grow as a leader, optimize your time, develop your team, and structure your organization.
…
continue reading
Call them changemakers. Call them rule breakers. We call them Redefiners. And in this provocative podcast, we explore how daring leaders from across industries and around the globe are redefining their organizations—and themselves—to create extraordinary impact in today’s rapidly changing world. In each episode, Russell Reynolds Associates Leadership Advisor Hoda Tahoun and former CEO Clarke Murphy host engaging, purposeful conversations with leaders in and out of the business world who shar ...
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continue reading
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