Strategic positioning that turns businesses into market leaders
If your business is blending in, your positioning is costing you sales. Here’s how I’ve helped companies shift from competing on price to owning their market.
Case Study: MindSpa
From Generic Course to Premium Mentorship Program
Challenge:
MindSpa was marketing itself as just another “30-hour training course for therapists.” It blended in with competitors, struggled to justify higher pricing, and attracted buyers who saw it as just another CE credit course.
Key Insight:
Therapists don’t just want training—they want confidence and real-world mentorship before seeing clients.
The Positioning Shift:
Old Positioning: “Take our 30-hour training to meet licensing requirements.”
New Positioning: “The only supervision-based training for therapists who want to master real-world client work.”
The Impact:
- Increased perceived value – Shifted from a generic course to a mentorship-based experience.
- Higher pricing power – Enabled MindSpa to charge $4,000 per sale instead of $500.
- More aligned customers – Attracted therapists serious about client work, not just CE credits.
Case Study: Capital Periodontics
From Skilled Practitioner to Industry Thought Leader
Challenge:
Capital Periodontics had deep expertise, a strong reputation, and a track record of handling complex dental cases. But despite being an educator and thought leader, his brand wasn’t reflecting that authority. Instead, he was positioned like just another periodontist—competing on service quality and price rather than expertise and trust.
Key Insight:
It wasn’t enough for Capital Periodontics to simply claim expertise, he needed to prove it in a way that would be recognized, trusted, and adopted by other dentists, referring partners, and patients.
The Positioning Shift:
Old Positioning: “We provide high-quality periodontal care.”
New Positioning: “The CapitalPerio Approach: A proven framework for complex dental cases.”
How We Positioned CapitalPerio as a Thought Leader:
To reinforce his authority, we developed The CapitalPerio Approach, a signature treatment framework designed to:
- Standardize his expertise into a recognizable, trusted system.
- Give referring dentists confidence that every patient will receive consistently high-quality care.
- Offer patients reassurance that their treatment was based on a proven, expert-developed approach.
The Impact:
- Positioned Capital Periodontics as a category leader rather than just another practice.
- Increased referrals from dentists who trusted his structured approach.
- Enhanced patient confidence, making Capital Periodontics the clear choice for complex cases.
- Shifted from competing on price to being recognized as an authority in the field.