Why I hate buying new clothes — Kelford Labs Daily

I hate buying new clothes. It’s my least-favourite form of shopping because to find things that fit, you sort of have to find things that don’t fit.

And the feeling of something not fitting right is, well, uncomfortable.

And I’ve noticed that, when we create a marketing position for a client, it can be a little uncomfortable, too, for similar reasons.

We ask them questions that get to the real value they offer, which might be different from what they currently perceive or believe.

We dig into the “heartbreaking compliments” they get, which they may have previously dismissed but we make them reconsider.

We end up creating an initial position that feels too tight, too restrictive or, occasionally, too loose and vague.

Once, a beloved, long-time client of ours (who was ultimately able to sell her business based in part on our positioning work with her), told us the first draft of the position we developed made her “want to throw up.”

Yikes!

What we developed could have worked for someone, but for her in particular, it didn’t fit at all. But that pain, that discomfort, was a sign that we were helping her focus. And focus is a little painful.

Focusing is, frankly, really difficult and uncomfortable, and if it doesn’t feel that way you’re not actually doing it.

But we like to think about it (thanks to some help from our pal Wes) like we’re fitting our clients for a new marketing “outfit”.

And the uncomfortable questions we ask are like the measurements we need to take. We get all up in their business and we, proverbially, start making marks on their clothes with chalk.

Then, the first cut of the marketing “garment” we deliver will never fit perfectly, because they haven’t tried it on yet.

No good tailor would go straight from measurements to finished, final outfit, ready to parade around in. No, they start with a first cut, a first try, to make sure that what they’re doing really fits.

And is really comfortable.

And is likely to be really worn, not just put in a closet (or set on a shelf, or buried on an SSD).

It takes a little bravery to try something on that doesn’t yet fit, but it’s the necessary step before it does.

So that’s the question for you: If you think your company has a marketing position that fits, I need to ask you if getting there was a little bit uncomfortable.

If it wasn’t, the marketing position you’re “wearing” may not fit all that well. You might be comfortable in it, but does anyone else notice? Does anyone else pay attention?

Or is it time to show off what you’re really suited for and capable of?

Even if it’s a little uncomfortable to get there.

Reply to this email to tell me what you think, or ask any questions!

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