Last week, I was going through my "Help Me Help You" survey responses.

Two submissions from seasoned consultants made me absolutely furious:

• Consultant #1 (brand identity expert, 3 years in business): "I help business owners build a strong brand identity."
  

• Consultant #2 (innovation specialist, also 3 years experience): "I help organizations unlock their innovation potential."

Both have INSANE value to offer. But both are stuck because they don't understand what positioning actually does.

Can you see the problem with these statements?

• "Business owner"

• "Strong brand identity"

• "Organizations"

• "Innovation potential"

If I get a bunch of random people and ask them what this means, how many answers do you think I’ll get? And what if these people were prospects– Would they be impressed?

Your positioning statement determines EVERYTHING.

• It's how prospects decide if you're the right fit for their specific problem.

• It's how they figure out if you understand their world.

• And it's how they justify paying you premium prices.

So, in today’s newsletter, I’m giving you a LIVE consultation of how to SIGNIFICANTLY improve your positioning so that you build an offer statement that screams expertise, commands respect, and makes clients excited to work with you!

By the end, you’ll see how we transform the offers for these consultants!

4 positioning mistakes that sabotage your premium potential (and keep you stuck in business):

Mistake 1: You describe what you DO instead of what you ACHIEVE

Both consultants are leading with activities: “build a strong brand identity” and “unlock innovation potential”.

And that’s okay.

But ONLY if it’s followed my “so that you achieve xxx outcome”!

If your value is just in “doing the work”, you sound like a service provider. But when you position around “transformations”, you sound like a strategic partner.

Premium buyers are attracted to strategic partners. Because your expertise is WHAT makes you valuable (wayyyy more than the fact that you can DO STUFF).

Mistake 2: You're trying to serve EVERYONE (and ending up serving no one well)

Look at the words again: "business owners" and "organizations."

Business owners include everyone from a teenager with a lemonade stand to Jeff Bezos. Organizations include your local gym AND Fortune 500 companies. Are you saying you can help everyone?

When you say you help "everyone," you help no one specifically enough to pay premium prices. And honestly? This tells me you're scared to pick a lane. You think if you narrow down, you'll lose opportunities.

The opposite is true. When you get specific, you become THE obvious choice for that specific person.

Mistake 3: You're speaking consultant language instead of business language

"Strong brand identity" and "innovation potential" sound impressive to other consultants.

But your prospects? They have NO IDEA what that means for their business. Your prospects don't wake up thinking, "I need to unlock my innovation potential today!"

They wake up thinking:

• "We're losing deals to competitors and I don't know why."

• "My costs are too high, how do bring them down"

When speaking to business owners, you must talk business owner language. Then they’ll understand what do you do… right!

Mistake 4: You're making prospects work TOO HARD to understand if you can help them

With broad positioning, prospects need to play detective.

When you say "I help business owners with branding," a SaaS founder has to now spend mental energy to figure out: "Do I need branding? Do they understand SaaS industry? Are they talking about logos or messaging?"

The rule of thumb is– If you make them think, you’ll lose them! And premium prospects sense this from MILES away. 1 sec of them not being clear on what you do, and they’ll never come back to you!

They’ll just move on to someone who makes it crystal clear.

Solo CEO positioning: From “service provider” to “transformation specialist”

The "So What?" test

Take your current positioning statement and ask: "So what? Why should someone care about this?"

• "I help with brand identity" → So what? What does that actually do for their business?

• "I unlock innovation potential" → So what? How does that translate to revenue, growth, or competitive advantage?

If you can't IMMEDIATELY connect your positioning to a specific business outcome that matters, you've got weak positioning.

Premium clients don't buy your mechanism. They buy results!

Service providers obsess over “WHAT”. Transformation specialists obsess over “SO WHAT”.

As an expert, your true value is in helping businesses transform.

If you build a brand identity/unlock innovation but none of the business metrics change, what have you ACTUALLY done? How has your work impacted the business?

Service providers don’t care about these questions, hence they can NEVER price premiums.

Transformation specialists, on the other hand, come into the business with a specific transformation goal. They’re not here just to build you stuff. They are here to level up your business and they won’t settle until they do!

These business owners are invaluable to premium clients. And they are happy to pay 5x or even 10x the prices as long as you, the expert, are a transformation specialist!

The Solo CEO "One-Thing" Framework: 4 steps to nail your transformation specialist positioning:

Step 1: Get specific with WHO [X person in Y situation]

Weak positioning: "Business owners" or "Organizations"

Solo CEO positioning: "SaaS founders with 10-50 employees who are stuck at $1M ARR" or "Manufacturing companies with 500+ employees losing market share to overseas competitors"

Your specificity should come from experience. Who have you already helped? What were their exact titles? What situations were they in?

(If you've helped 3 SaaS founders, don't say "business owners." Say "SaaS founders.")

Be brave enough to exclude people. When you try to serve everyone, you serve no one well enough to pay premium prices.

Step 2: Get specific with PROBLEMS [What problems do they have]

Weak positioning: "Need better branding" or "Want to innovate more"

Solo CEO positioning: "Trial users aren't converting to paid because messaging is confusing" or "Product development takes too long and competitors are beating us to market"

Don't guess at their problems. Talk to the people you've helped. What were they ACTUALLY struggling with before they hired you?

Use their exact words. Speak their language, not consultant language.

Step 3: Get specific with OUTCOME [What outcomes do you help them with]

Weak positioning: "Strong brand identity" or "Innovation potential"

Solo CEO positioning: "40% increase in trial-to-paid conversion within 90 days" or "$2M in new revenue from faster product launches within 18 months"

Make the transformation impossible to ignore. Give them numbers they can take to their board.

When prospects see a specific outcome, they can immediately calculate the ROI of working with you.

Step 4: Get specific with MECHANISM [How you help them achieve that]

Weak positioning: Generic processes

Solo CEO positioning: "Using our Brand-to-Revenue positioning framework" or "Through our 90-Day Innovation Sprint methodology"

This separates you from every other consultant promising similar results.

Your mechanism is YOUR intellectual property. Name it. Claim it. Own it.

Putting it all together, here’s how I’d nail the positioning statements for out consultants:

Before (Consultant #1): "I help business owners build a strong brand identity."

After (Solo CEO): "I help SaaS founders with 10-50 employees increase trial-to-paid conversion by 40%+ using my Brand-to-Revenue positioning framework."

Before (Consultant #2): "I help organizations unlock their innovation potential."

After (Solo CEO): "I help manufacturing companies with 500+ employees generate $2M+ in new revenue within 18 months through my 90-Day Innovation Sprint methodology."

See the difference?

The Solo CEO versions scream expertise. They make it impossible for the ideal client to ignore. They position you as THE obvious choice.

That’s it!

This one positioning statement becomes your north star. Use it everywhere: LinkedIn, content, sales calls, proposals. Everything reinforces the same crystal-clear message.

Be that expert. Get specific. Own your lane.

The riches really are in the niches.

With love and growth,

Kasey

Whenever you’re ready, here’s how I can help you become a Solo CEO:

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