{"product_id":"module-2-personal-brand-positioning-lesson-2","title":"MODULE 2 — PERSONAL BRAND \u0026 POSITIONING LESSON 2","description":"\u003ch1\u003eHow to Position Yourself in the Luxury Market\u003c\/h1\u003e\n\u003cp\u003eIn the last lesson, we talked about your personal brand.\u003c\/p\u003e\n\u003cp\u003eNow we're going to make it \u003cstrong\u003especific.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eBecause saying:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I work in luxury.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eisn't enough.\u003c\/p\u003e\n\u003cp\u003eAnd saying:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I'm in sales.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eisn't enough either.\u003c\/p\u003e\n\u003cp\u003eThose statements tell people a category.\u003c\/p\u003e\n\u003cp\u003eThey don't tell people \u003cstrong\u003ewhy you matter.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eYour positioning statement is designed to answer four questions quickly:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eWho are you?\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhat do you do?\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eWho do you help?\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhat value do you create?\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eBy the end of this lesson, you are going to have an actual positioning statement you can use.\u003c\/p\u003e\n\u003cp\u003eNot theory.\u003c\/p\u003e\n\u003cp\u003eNot a motivational exercise.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eA real professional tool.\u003c\/strong\u003e\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003e1. POSITIONING IS ABOUT CLARITY\u003c\/h1\u003e\n\u003cp\u003eLet's say I meet you at a networking event.\u003c\/p\u003e\n\u003cp\u003eI ask:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e\"What do you do?\"\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eYou have about 20–30 seconds to answer.\u003c\/p\u003e\n\u003cp\u003eIf you say:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I do a little bit of everything.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eyou've made the other person do the work of figuring you out.\u003c\/p\u003e\n\u003cp\u003eDon't do that.\u003c\/p\u003e\n\u003cp\u003eYour job is to make your value easier to understand.\u003c\/p\u003e\n\u003cp\u003eThink about your positioning as a \u003cstrong\u003eprofessional shortcut.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eWhen people hear your name, you want them to understand what you represent.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003e2. THE POSITIONING FORMULA\u003c\/h1\u003e\n\u003cp\u003eWe're going to use a simple formula:\u003c\/p\u003e\n\u003ch2\u003eI HELP + WHO + DO WHAT + THROUGH HOW + RESULT\u003c\/h2\u003e\n\u003cp\u003eFor example:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\u003cstrong\u003eI help luxury brands and professionals develop stronger client relationships and new business opportunities through strategic sales, relationship building, and business development.\u003c\/strong\u003e\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eNotice what this statement does.\u003c\/p\u003e\n\u003cp\u003eIt tells us:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eWHO:\u003c\/strong\u003e luxury brands and professionals\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eWHAT:\u003c\/strong\u003e develop client relationships and business opportunities\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eHOW:\u003c\/strong\u003e sales, relationships, business development\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eRESULT:\u003c\/strong\u003e stronger relationships and commercial opportunities\u003c\/p\u003e\n\u003cp\u003eThat's positioning.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003e3. DON'T START WITH YOUR JOB TITLE\u003c\/h1\u003e\n\u003cp\u003eHere's a common mistake.\u003c\/p\u003e\n\u003cp\u003eSomeone asks:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e\"What do you do?\"\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eAnd you answer:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I'm a Sales Manager.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eOkay.\u003c\/p\u003e\n\u003cp\u003eBut what does that actually tell me?\u003c\/p\u003e\n\u003cp\u003eMaybe you're excellent at developing accounts.\u003c\/p\u003e\n\u003cp\u003eMaybe you're a luxury consultant.\u003c\/p\u003e\n\u003cp\u003eMaybe you're a relationship builder.\u003c\/p\u003e\n\u003cp\u003eMaybe you're a business-development specialist.\u003c\/p\u003e\n\u003cp\u003eMaybe you're an expert in a specific industry.\u003c\/p\u003e\n\u003cp\u003eYour job title is useful.\u003c\/p\u003e\n\u003cp\u003eBut your \u003cstrong\u003evalue proposition is more powerful.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eInstead of starting with:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e\"I am a...\"\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eStart thinking:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e\"I help...\"\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eThat small change can completely change the conversation.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003e4. YOUR POSITIONING HAS FIVE PARTS\u003c\/h1\u003e\n\u003cp\u003eWe're going to build your statement one piece at a time.\u003c\/p\u003e\n\u003ch2\u003ePART 1 — WHO ARE YOU?\u003c\/h2\u003e\n\u003cp\u003eStart with your professional identity.\u003c\/p\u003e\n\u003cp\u003eExamples:\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eLuxury sales professional\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eBusiness development professional\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eBrand development consultant\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eLuxury retail specialist\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eEntrepreneur\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eSales leader\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eClient experience professional\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eMarketing professional\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eHospitality professional\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003eChoose the description that most accurately represents what you do.\u003c\/p\u003e\n\u003cp\u003eDon't choose the one that sounds most impressive.\u003c\/p\u003e\n\u003cp\u003eChoose the one that is \u003cstrong\u003etrue and useful.\u003c\/strong\u003e\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003ePART 2 — WHO DO YOU HELP?\u003c\/h1\u003e\n\u003cp\u003eNow identify your audience.\u003c\/p\u003e\n\u003cp\u003eExamples:\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eLuxury consumers\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003ePremium brands\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eRetail businesses\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eEntrepreneurs\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eHigh-value clients\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eHospitality companies\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eIndependent professionals\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eInternational brands entering a new market\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003eBe specific when you can.\u003c\/p\u003e\n\u003cp\u003eCompare:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I help businesses.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003ewith:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I help premium consumer brands develop retail and business opportunities in the U.S. market.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eThe second one gives the listener something to understand.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003ePART 3 — WHAT PROBLEM DO YOU HELP SOLVE?\u003c\/h1\u003e\n\u003cp\u003eThis is where your positioning becomes valuable.\u003c\/p\u003e\n\u003cp\u003eWhat problem do you solve?\u003c\/p\u003e\n\u003cp\u003eMaybe you help someone:\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eIncrease sales\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eDevelop new clients\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eBuild relationships\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eEnter a new market\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eImprove client experience\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eDevelop partnerships\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003ePosition a product\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eBuild a personal brand\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eFind new opportunities\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eImprove their sales process\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003eAsk yourself:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhat becomes easier, better, faster, or more valuable because I am involved?\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eThat's an important question.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003ePART 4 — HOW DO YOU DO IT?\u003c\/h1\u003e\n\u003cp\u003eNow explain your approach.\u003c\/p\u003e\n\u003cp\u003eMaybe you use:\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eSales\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eRelationship building\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eNetworking\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eBusiness development\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eClienteling\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eStrategic partnerships\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eBrand positioning\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eMarketing\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eProduct knowledge\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003ePersonal consulting\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eInternational market development\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003eThis is where your experience becomes visible.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003ePART 5 — WHAT IS THE RESULT?\u003c\/h1\u003e\n\u003cp\u003eFinally:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eWhat does the person or business gain?\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eExamples:\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eStronger client relationships\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eIncreased commercial opportunities\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eBetter market positioning\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eNew business\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eMore qualified clients\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eStronger brand awareness\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eLong-term relationships\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eRevenue opportunities\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003eYour result doesn't have to be a guaranteed financial promise.\u003c\/p\u003e\n\u003cp\u003eBe accurate.\u003c\/p\u003e\n\u003cp\u003eDon't say:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I guarantee you'll double your sales.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eunless you can actually substantiate that.\u003c\/p\u003e\n\u003cp\u003eInstead say:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I help create new sales and business-development opportunities.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eProfessional positioning should create confidence—not unrealistic expectations.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003eTHE DIEGO MEJIA POSITIONING BUILDER™\u003c\/h1\u003e\n\u003cp\u003eNow let's build yours.\u003c\/p\u003e\n\u003cp\u003eComplete each line.\u003c\/p\u003e\n\u003ch3\u003eSTEP 1 — I AM:\u003c\/h3\u003e\n\u003cblockquote\u003e\n\u003cp\u003eI am a ______________________________.\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003ch3\u003eSTEP 2 — I HELP:\u003c\/h3\u003e\n\u003cblockquote\u003e\n\u003cp\u003eI help ______________________________.\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003ch3\u003eSTEP 3 — WITH:\u003c\/h3\u003e\n\u003cblockquote\u003e\n\u003cp\u003eI help them __________________________.\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003ch3\u003eSTEP 4 — THROUGH:\u003c\/h3\u003e\n\u003cblockquote\u003e\n\u003cp\u003eI do this through _____________________.\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003ch3\u003eSTEP 5 — SO THEY CAN:\u003c\/h3\u003e\n\u003cblockquote\u003e\n\u003cp\u003eSo they can __________________________.\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eNow combine everything.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003eYOUR FIRST POSITIONING STATEMENT\u003c\/h1\u003e\n\u003cp\u003eUse this structure:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\u003cstrong\u003eI am a [PROFESSIONAL IDENTITY] who helps [TARGET AUDIENCE] [SOLVE PROBLEM \/ CREATE OPPORTUNITY] through [YOUR APPROACH], so they can [RESULT].\u003c\/strong\u003e\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eDon't worry about making it perfect.\u003c\/p\u003e\n\u003cp\u003eYour first version is a draft.\u003c\/p\u003e\n\u003cp\u003eWe're going to refine it.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003eEXAMPLE: LUXURY SALES\u003c\/h1\u003e\n\u003ch3\u003eBasic version:\u003c\/h3\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I'm a luxury sales professional. I help clients find premium products that fit their lifestyle and preferences through personalized consultation and product knowledge.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eGood.\u003c\/p\u003e\n\u003cp\u003eBut we can make it more distinctive.\u003c\/p\u003e\n\u003ch3\u003eRefined version:\u003c\/h3\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I specialize in luxury sales and client development, helping clients discover premium products that fit their lifestyle while creating a personalized experience built around trust, knowledge, and long-term relationships.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eNow the listener understands more about the \u003cstrong\u003eapproach\u003c\/strong\u003e.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003eEXAMPLE: BUSINESS DEVELOPMENT\u003c\/h1\u003e\n\u003ch3\u003eBasic:\u003c\/h3\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I work in business development.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eThat's too broad.\u003c\/p\u003e\n\u003ch3\u003eBetter:\u003c\/h3\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I help premium brands identify new business opportunities and develop relationships with retail, hospitality, and strategic partners.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eNow we understand the value.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003eEXAMPLE: ENTREPRENEUR\u003c\/h1\u003e\n\u003ch3\u003eBasic:\u003c\/h3\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I'm an entrepreneur.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eAgain, too broad.\u003c\/p\u003e\n\u003ch3\u003eBetter:\u003c\/h3\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I develop and commercialize premium consumer products by connecting brands with sales channels, strategic partners, and new markets.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eNow there's a clear professional identity.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003eYOUR 10-SECOND VERSION\u003c\/h1\u003e\n\u003cp\u003eYou also need a short version.\u003c\/p\u003e\n\u003cp\u003eBecause sometimes you only have a few seconds.\u003c\/p\u003e\n\u003cp\u003eUse:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\u003cstrong\u003e\"I help [WHO] [DO WHAT].\"\u003c\/strong\u003e\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eExamples:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I help luxury brands develop new business opportunities.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eor:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I help premium brands build stronger client and retail relationships.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eor:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I help luxury professionals improve their sales and client relationships.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eSimple.\u003c\/p\u003e\n\u003cp\u003eClear.\u003c\/p\u003e\n\u003cp\u003eMemorable.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003eYOUR 30-SECOND VERSION\u003c\/h1\u003e\n\u003cp\u003eNow expand it.\u003c\/p\u003e\n\u003cp\u003eUse:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\u003cstrong\u003e\"I specialize in [AREA]. I help [WHO] [DO WHAT] through [APPROACH]. My focus is [VALUE \/ RESULT].\"\u003c\/strong\u003e\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eExample:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I specialize in luxury sales and business development. I help premium brands and professionals build stronger client relationships and identify new commercial opportunities through relationship-driven sales, networking, and strategic partnerships. My focus is creating long-term value rather than simply completing a transaction.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eThat's a complete introduction.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003eYOUR 60-SECOND VERSION\u003c\/h1\u003e\n\u003cp\u003eSometimes you have more time.\u003c\/p\u003e\n\u003cp\u003eNow tell a little of your story.\u003c\/p\u003e\n\u003cp\u003eUse this structure:\u003c\/p\u003e\n\u003ch3\u003eWHO I AM\u003c\/h3\u003e\n\u003cp\u003eWho are you professionally?\u003c\/p\u003e\n\u003ch3\u003eWHAT I DO\u003c\/h3\u003e\n\u003cp\u003eWhat do you specialize in?\u003c\/p\u003e\n\u003ch3\u003eWHO I HELP\u003c\/h3\u003e\n\u003cp\u003eWho do you work with?\u003c\/p\u003e\n\u003ch3\u003eHOW I WORK\u003c\/h3\u003e\n\u003cp\u003eWhat's your approach?\u003c\/p\u003e\n\u003ch3\u003eWHY IT MATTERS\u003c\/h3\u003e\n\u003cp\u003eWhat value do you create?\u003c\/p\u003e\n\u003cp\u003eExample:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"My background is in luxury sales, retail, brand development, and business development. Over the years, I've worked with premium products and clients and learned that successful selling is really about understanding people and building relationships. Today, I focus on helping luxury and premium businesses develop clients, partnerships, and new commercial opportunities. My approach combines sales, relationship building, brand positioning, and business development. The goal isn't simply to make a transaction. It's to create relationships that can continue to generate value.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eThat's a story.\u003c\/p\u003e\n\u003cp\u003eNot just a job title.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003ePOSITIONING FOR DIFFERENT SITUATIONS\u003c\/h1\u003e\n\u003cp\u003eYour positioning statement should adapt to the environment.\u003c\/p\u003e\n\u003ch2\u003eNETWORKING\u003c\/h2\u003e\n\u003cp\u003eKeep it conversational.\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I work in luxury sales and business development. I focus on building relationships and creating new business opportunities.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003ch2\u003eLINKEDIN\u003c\/h2\u003e\n\u003cp\u003eBe more specific.\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"Luxury sales and business development professional specializing in client relationships, premium consumer brands, strategic partnerships, and market development.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003ch2\u003eJOB INTERVIEW\u003c\/h2\u003e\n\u003cp\u003eConnect your experience to the company.\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"My background combines luxury sales, account development, brand relationships, and business development, which allows me to approach growth from both the client and commercial side.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003ch2\u003eCLIENT MEETING\u003c\/h2\u003e\n\u003cp\u003eFocus on the client's needs.\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"My role is to understand what you're trying to accomplish and connect you with the right product, service, or opportunity.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003ch2\u003eENTREPRENEURIAL SETTING\u003c\/h2\u003e\n\u003cp\u003eFocus on opportunities.\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I work with premium brands and businesses to develop commercial relationships, sales channels, and new market opportunities.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eSame person.\u003c\/p\u003e\n\u003cp\u003eDifferent context.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eThat's professional positioning.\u003c\/strong\u003e\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003eTHE \"SO WHAT?\" TEST\u003c\/h1\u003e\n\u003cp\u003eNow test your statement.\u003c\/p\u003e\n\u003cp\u003eRead it out loud.\u003c\/p\u003e\n\u003cp\u003eThen ask:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eSo what?\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eIf the listener still doesn't understand your value, revise it.\u003c\/p\u003e\n\u003cp\u003eFor example:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I'm a luxury consultant.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003e\u003cstrong\u003eSo what?\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eToo vague.\u003c\/p\u003e\n\u003cp\u003eTry:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I help luxury brands develop new retail and strategic partnership opportunities.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eBetter.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eSo what?\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eWhat makes you different?\u003c\/p\u003e\n\u003cp\u003eAdd your approach:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I help luxury brands develop new retail and strategic partnership opportunities through relationship-driven sales, networking, and business development.\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eNow we have something more specific.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003eTHE \"TOO MUCH\" TEST\u003c\/h1\u003e\n\u003cp\u003eThere is another problem.\u003c\/p\u003e\n\u003cp\u003eSome people try to put their entire resume into their introduction.\u003c\/p\u003e\n\u003cp\u003eDon't.\u003c\/p\u003e\n\u003cp\u003eYou don't need to say:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\"I've worked in optical, eyewear, watches, wellness, hospitality, e-commerce, wholesale, marketing, sales, international business...\"\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eThe listener will get lost.\u003c\/p\u003e\n\u003cp\u003eYour positioning should create \u003cstrong\u003ecuriosity\u003c\/strong\u003e.\u003c\/p\u003e\n\u003cp\u003eYou want them to ask:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e\"Tell me more about that.\"\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eThat's the opening you want.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003eYOUR POSITIONING SHOULD EVOLVE\u003c\/h1\u003e\n\u003cp\u003eYour positioning statement isn't permanent.\u003c\/p\u003e\n\u003cp\u003eAs your career changes, your positioning can change.\u003c\/p\u003e\n\u003cp\u003eYou may start as:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eSales Professional\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eThen become:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eLuxury Sales Specialist\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eThen:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eBusiness Development Professional\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eThen:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eLuxury Business Development Consultant\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eThen perhaps:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eEntrepreneur \/ Brand Developer\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eYour positioning should reflect your current value.\u003c\/p\u003e\n\u003cp\u003eDon't trap yourself inside an old identity.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003eTHE DIEGO MEJIA POSITIONING PRINCIPLE\u003c\/h1\u003e\n\u003cp\u003eHere's the principle I want you to remember:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\u003cstrong\u003eYour positioning should make it easy for the right people to understand your value—and easy for the wrong opportunities to pass you by.\u003c\/strong\u003e\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eYou don't need everybody.\u003c\/p\u003e\n\u003cp\u003eYou need the right people to understand what you bring.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003eYOUR POSITIONING WORKSHEET\u003c\/h1\u003e\n\u003cp\u003eNow create your actual statement.\u003c\/p\u003e\n\u003ch3\u003e1. My professional identity:\u003c\/h3\u003e\n\u003chr\u003e\n\u003ch3\u003e2. My target audience:\u003c\/h3\u003e\n\u003chr\u003e\n\u003ch3\u003e3. The problem or opportunity I address:\u003c\/h3\u003e\n\u003chr\u003e\n\u003ch3\u003e4. My approach:\u003c\/h3\u003e\n\u003chr\u003e\n\u003ch3\u003e5. The value\/result I create:\u003c\/h3\u003e\n\u003chr\u003e\u003chr\u003e\n\u003ch2\u003eMY POSITIONING STATEMENT\u003c\/h2\u003e\n\u003cp\u003eComplete:\u003c\/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\u003cstrong\u003eI am a ______________________________ who helps ______________________________ to ______________________________ through ______________________________ so they can ______________________________.\u003c\/strong\u003e\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eWrite it out.\u003c\/p\u003e\n\u003cp\u003eThen say it out loud.\u003c\/p\u003e\n\u003cp\u003eIf it sounds unnatural, rewrite it.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eYour positioning should sound like you.\u003c\/strong\u003e\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003eNOW MAKE IT SHORTER\u003c\/h1\u003e\n\u003ch3\u003e10-SECOND VERSION\u003c\/h3\u003e\n\u003cblockquote\u003e\n\u003cp\u003eI help __________________________________________.\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003ch3\u003e30-SECOND VERSION\u003c\/h3\u003e\n\u003cblockquote\u003e\n\u003cp\u003eI specialize in __________________________________.\u003cbr\u003eI help __________________________________________.\u003cbr\u003eMy approach is __________________________________.\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003ch3\u003e60-SECOND VERSION\u003c\/h3\u003e\n\u003cblockquote\u003e\n\u003cp\u003eMy background is _________________________________.\u003c\/p\u003e\n\u003cp\u003eI specialize in _________________________________.\u003c\/p\u003e\n\u003cp\u003eI work with _____________________________________.\u003c\/p\u003e\n\u003cp\u003eMy approach is __________________________________.\u003c\/p\u003e\n\u003cp\u003eWhat I focus on is _______________________________.\u003c\/p\u003e\n\u003c\/blockquote\u003e\n\u003cp\u003eYou now have three versions of your professional introduction.\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003eYOUR FINAL ASSIGNMENT\u003c\/h1\u003e\n\u003cp\u003eFor the next seven days, use your new positioning statement.\u003c\/p\u003e\n\u003cp\u003eUse it:\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eAt a networking event\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eIn a phone conversation\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eIn a DM\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eIn a business introduction\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eIn a LinkedIn conversation\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eIn a sales conversation\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003eWhen someone asks, \"What do you do?\"\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003ePay attention to what happens next.\u003c\/p\u003e\n\u003cp\u003eDo people ask questions?\u003c\/p\u003e\n\u003cp\u003eDo they understand you?\u003c\/p\u003e\n\u003cp\u003eDo they seem interested?\u003c\/p\u003e\n\u003cp\u003eDo they connect you with someone?\u003c\/p\u003e\n\u003cp\u003eDo they ask for your contact information?\u003c\/p\u003e\n\u003cp\u003eDo they say:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e\"I know someone you should meet.\"\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eThat's useful feedback.\u003c\/p\u003e\n\u003cp\u003eYour positioning isn't finished when you write it.\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003eIt's finished when it works in the real world.\u003c\/strong\u003e\u003c\/p\u003e\n\u003chr\u003e\n\u003ch1\u003eFINAL TAKEAWAY\u003c\/h1\u003e\n\u003cp\u003eYour professional identity should never be:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e\"I do everything.\"\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eIt should be:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e\"This is what I understand. This is who I help. This is the value I create. And this is how I do it.\"\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eThat's positioning.\u003c\/p\u003e\n\u003cp\u003eAnd once people understand your position, you can start building something even more powerful:\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003erecognition.\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003eBecause the goal isn't simply for people to know your name.\u003c\/p\u003e\n\u003cp\u003eThe goal is for them to know \u003cstrong\u003ewhat your name means.\u003c\/strong\u003e\u003c\/p\u003e\n\u003ch2\u003eNEXT LESSON\u003c\/h2\u003e\n\u003ch3\u003eLESSON 3:\u003c\/h3\u003e\n\u003ch1\u003eImage, Presence \u0026amp; Professional Credibility\u003c\/h1\u003e\n\u003cp\u003eNow that you've defined what you want to be known for, we're going to make sure the way you \u003cstrong\u003elook, communicate, behave, and present yourself\u003c\/strong\u003e supports that positioning.\u003c\/p\u003e\n\u003cp\u003eBecause your brand has to match your message.\u003c\/p\u003e","brand":"DiegoMejiaAcademy.com","offers":[{"title":"Default Title","offer_id":50557505044728,"sku":null,"price":497.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0853\/0971\/8776\/files\/module-2-personal-brand-positioning-lesson-2.png?v=1789876049","url":"https:\/\/diegomejiaacademy.com\/products\/module-2-personal-brand-positioning-lesson-2","provider":"DiegoMejiaAcademy.com","version":"1.0","type":"link"}