Hey everyone, today I'm joined by Mike Grinberg.

Mike is the founder of Proofpoint Marketing, a positioning consultancy that works primarily with boutique firms in regulated industries like life sciences, financial services, and med tech.

I wanted to have Mike on because, selfishly, we think about positioning very similarly. Mike's take on positioning is that he doesn't treat it as a messaging problem. He treats it as a business design problem. But in addition, he also has a great way of viewing positioning through the lens of derisking the buying decision, and it's incredibly helpful.

In this episode, we discuss:

Why positioning is an operations problem, not a marketing problem
The four-box risk matrix agencies can use to understand how buyers evaluate them
Why personal risk matters more than organizational risk in most deals
And more...

You can learn more about Mike on LinkedIn.

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