Video Interview: Danny Iny on The Positioning Matrix

As many of you know, I’ve just launched a new website all about how to successfully navigate the often difficult and perilous journey of figuring out your niche. More about that soon.
But one of the best tools I’ve ever come across in figuring out your niche was something I heard about from one of my favourite colleagues Danny Iny. It’s called The Positioning Matrix. I recorded a 45 or so minute conversation with him about it where we tried to figure out the niche of Danny’s ideal massage therapist. Good times. The film quality is pretty fuzzy but the sound’s good. 
This tool is so simple but can have such a profound impact. Go watch the video and then give it a try and let me know, in a comment below. what you come up with because I’d love to include your example in a thing I’m working on.


Here’s the PDF of his notes.

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  • Jennifer Wenzel

    Thank you so much, Ted and Danny, for putting this video out there! I had heard something wise a couple of years ago about determining a niche: one of the best reasons to “niche down” is to be able to easily find the people in the niche (in that there are certain forums, associations, websites, and other places to reach people that are far easier to target when you have a tightly-focused niche) so that you can market to them.

    This video, however, showed me that there is such a better reason to define a niche: to ensure that what you offer is meeting that specific group’s deepest needs. As Ted mentioned as a side note in this discussion, it’s better to have a spotlight on your offerings (allowing people to easily find you) than a searchlight (spending your time seeking out your target audience).

    I took great notes from this discussion, but do have a question: the Positioning Matrix as you discussed it seems to have the most value when you are knowledgeable about your service/product and also the larger market of people who might use your service/product. But what about when you are new to your industry and just trying to learn about the market and what the perceptions and needs of the population at large are?

    For example, in my case, I’m just beginning training in a sub-specialty of life coaching. At this point, I truly don’t know who would want to hire a life coach of this type, or what the spectrum of perceptions and benefits of life coaching might be. I could arbitrarily choose a target market of “women in their 30s with sub-school-age children,” but I don’t know enough about their needs or perceptions of life coaching to create any kind of informed Positioning Matrix.

    Would you say, then, that this is best used once you’ve been in business a while and gotten to know your market and your competition (both within your service and outside of your service)?

    I’m just a couple of weeks away from signing up for Danny’s “Audience Builder Masterclass”, coincidentally, so that might help me quite a bit in determining this…as I build my audience and discover what they resonate with, I may be able to create the Positioning Matrix far more easily with what I learn.

  • Hey Jennifer, sorry about the delay responding – I just saw this comment.

    I’m glad you enjoyed the interview, and found it so helpful.

    Yes, this does require some knowledge of your industry, but frankly, so does succeeding in it; if anything, then, what this matrix will do for you is make it clear where you need to expand your knowledge, and do more research.

    Does that make sense? :)

    Glad you’re thinking about joining the Audience Business Masterclass – we’ll be excited to work with you through the program! :)