Ever wonder how companies like HubSpot managed to stand out in the crowded digital marketing space? One of their secret weapons was their “Inbound Marketing Methodology” – a clear, step-by-step process that helped them own the concept of inbound marketing.
But what exactly is “depositioning,” and why should you care?
Understanding Depositioning
Think of depositioning as the art of making your competitors less attractive to potential customers. It’s not about speaking ill of them – it’s about positioning your business in a way that naturally highlights gaps in their approach.
Let me explain with a simple example: When FedEx introduced their package tracking system, they didn’t need to criticize other courier services. The very existence of their tracking system made customers ask other companies, “Where’s my package?” This is depositioning at its finest.
The Power of a Proprietary Process
Having worked with businesses across South Africa for the past 15 years, I’ve seen firsthand how a well-defined process can transform a company’s market position. Here’s why it works so effectively:
It Makes Your Service Tangible
Professional services can often feel abstract to clients. When you break down your approach into clear, named phases, you’re essentially giving clients a roadmap. Instead of vague promises, they see a proven path to results.
Take Salesforce’s “V2MOM” process. This simple but powerful framework helped them grow from a startup to a global leader by making their approach to business planning concrete and repeatable.
It Creates Natural Comparison Points
When prospects evaluate different service providers, they often struggle to compare apples with apples. A proprietary process gives them clear criteria for comparison. When they ask other providers about their process and receive vague or unstructured responses, your systematic approach naturally stands out.
It Builds Trust Through Transparency
By laying out your process upfront, you’re showing prospects exactly how you’ll help them achieve their goals. This transparency builds trust and reduces perceived risk – especially important when clients feel frustrated with their current marketing results.
Making It Work for Your Business
Creating a proprietary process isn’t about reinventing the wheel. It’s about clearly articulating your proven approach in a way that resonates with clients. Here’s what makes it effective:
- Clear, memorable phase names that reflect your brand
- Distinct deliverables at each stage
- Clear explanations of how each phase builds on the previous one
- Regular check-in points for client feedback and adjustment
The Competitive Edge
The beauty of a well-defined process is that it naturally deposits competitors without ever mentioning them. When prospects understand your systematic approach, they start asking tough questions of other providers:
- “What’s your process for ensuring results?”
- “How do you measure progress at each stage?”
- “What happens if we need to adjust course?”
If competitors can’t provide clear answers, they’ve effectively depositioned themselves.
Learning from Industry Leaders
Let’s look at how some of the world’s most successful companies use proprietary processes to stand out:
McKinsey & Company
Their “7S Framework” and “Horizon Planning” methodology have become industry standards. By naming these processes, McKinsey didn’t just create consulting frameworks – they created business language that executives use daily. This positions them as thought leaders rather than just consultants.
HubSpot
Their “Inbound Methodology” (Attract, Engage, Delight) fundamentally changed how businesses think about marketing. The simple, memorable stages make complex marketing concepts accessible to everyone. Their newer “Flywheel Model” has similarly revolutionized how businesses view customer relationships.
StoryBrand
Donald Miller’s “SB7 Framework” and “BrandScript” process have transformed how businesses approach messaging. By creating a step-by-step framework with clear deliverables, they’ve made the abstract concept of brand storytelling concrete and actionable.
NOTE: The SB7 framework was my first step into using frameworks like these, and I still use this on client work.
Salesforce
Their “V2MOM” (Vision, Values, Methods, Obstacles, Measures) process shows how a simple framework can drive complex organizational change. It’s memorable, actionable, and has helped countless businesses improve their strategic planning.
EOS (Entrepreneurial Operating System)
Their “Six Key Components™” and “Rocks™” terminology have become part of their clients’ daily vocabulary. This showcases how branded processes can become deeply embedded in client organizations, making the relationship sticky and long-term.
Each of these companies has done more than create a process – they’ve created a language and methodology that their clients adopt and champion. This is the ultimate form of differentiation: becoming an integral part of how their clients think and work.
Taking Action
Look at your current business processes. You probably already have a systematic way of delivering results for clients – it’s just a matter of documenting and naming it. Start by mapping out your approach, then give each phase a name that reflects its purpose and your brand personality.
Remember, the goal isn’t to create complexity – it’s to provide clarity and confidence for your clients. A well-defined process shows you’ve thought deeply about solving their problems and have a proven path to success.
Have you implemented a proprietary process in your business? I’d love to hear about your experience via our contact form.