Step One: Positioning Before Production
4 min read
The first step of a distribution system isn't a camera. It's a decision: what are you known for, and for whom?
Why positioning comes first
Without positioning, you produce content that's competent but unmemorable. People watch, enjoy, and forget because there's nothing to file you under in their mind.
Positioning is the label you choose to be filed under. "The founder who explains X." "The operator who's honest about Y." Choose it, or the market chooses it for you (or doesn't choose one at all).
The three questions
- What do you know better than most? Your unfair advantage.
- Who needs to know that? Your audience.
- What's your take? The opinion that makes it yours, not generic.
The intersection of those three is your positioning.
What good positioning does
- It makes every script easier to write (you know what's on-brand).
- It makes you recognizable after one or two videos.
- It attracts the right audience, not just any audience.
The trap
Founders skip positioning because it feels abstract and filming feels concrete. But filming without positioning is the most expensive way to stay invisible you spend production effort on content nobody can categorize.
Position first. Then produce. The order is the whole game.
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