Positioning that makes customers choose you

When customers see you as different, they stop comparing, and you win.

The Problem

Great products don't sell themselves. Strong positioning does.

If your market sees you as interchangeable with competitors, your sales team is fighting an uphill battle. Marketing struggles, deals stall, and customers default to the safest, most familiar option.

This isn't a marketing problem. It's a positioning problem.

The Solution

I make your business the obvious choice.

Born to Lead specializes in strategic positioning and market differentiation for B2B companies. I help businesses define their unique position so customers immediately understand why they should choose you over the alternatives.

Positioning isn’t just about messaging, it’s about leading your market.

Your positioning is either working for you or against you.

What Strong Positioning Does for You

Eliminates confusion

Customers instantly understand your value

Shortens sales cycles

Positioning removes the need for convincing

Increases perceived value

Stop competing on price, start competing on impact

Strengthens marketing effectiveness

When your positioning is clear, everything works better

Hi, I’m Avi

Founder of Born to Lead and self-confessed market research and positioning geek.

I believe positioning is the difference between being considered and being chosen. After years of analyzing businesses struggling to stand out, I realized one thing: it’s never just a marketing problem, it’s a positioning problem.

My approach is rooted in deep market research and strategic clarity. I break down why your audience chooses (or ignores) businesses like yours and craft positioning that makes you the obvious choice.

If your business is blending in, it’s not because your product isn’t great, it’s because your positioning isn’t clear enough. Let’s fix that.

What My Clients Say

Avi ran me through a branding exercise with the intention of gaining an understanding of what I believe my business was then, and where I might like it to go. While the questions were very straight-forward, they sparked a great-deal of reflection and deliberation, and I took some time to really consider what I’m hoping to accomplish. It helped me realize that while I may be very good at what I do, I’m not necessarily sharing that with the potential customers I hope to attract – also, I needed to consider who I want those customers to be as I grow! Avi was exceptionally patient with me during this process as I had a lot of questions and was also still in the midst of my busy season; I never felt pressured to come to conclusions quickly, and always felt that Avi had my best interests in mind. From the branding exercise, we narrowed down a more concrete path for expansion and discussed how to separate the different arms of my business while keeping everything under one brand (which was important to me). I now have a series of goals set out for my business over the next few years, as well as a clear path of how to make it happen! Thank you so much, Avi!

Holly Ralph

Event Planner