Before I proceed to get into greater details about my theory of Positioning, I want to show you how Positioning is being used by politicians this mid-term election to get your vote. I hope by making you aware, this will cause you to re-think your current theory for capturing the minds of your jurors in future cases. Positioning boils down to practicing according to the Serenity Prayer. "God grant me the serenity to accept the things you cannot change, the courage to change the things you can, and the wisdom to know the difference." Reinhold Niebuhr. See if you can figure out where all of the following fits in. You should also read http://www.fastcompany.com/1841354/marketing-presidential-positioning-and-battle-your-vote.
Kansas Senator Candidate Paul Davis is currently running an add that sums up Positioning in about 30 seconds. In his add he has a well known ex-Kansas Governor, Dick Bond, tell you that he is a Republican but not a Sam Brownback republican. What Davis and his handlers are attempting to do is capture the minds and therefore the votes of Republicans. He is using Positioning by telling Republicans that they can still be Republicans (Davis believes that being a Republican is a CORE BELIEF) and still vote for Davis. Davis makes a basic mistake in this attempt.
CORE BELIEFS are more primal than calling yourself a Republican, Democrat or Independent. CORE BELIEFS are what make up whether you are a Republican, Democrat or Independent. For this to work, Davis must position his facts around CORE BELIEFS like size of government, government intervention, personal freedoms, etc. As an attorney, you cannot fall into the same trap as does Davis. You cannot use race, gender, age, occupation, etc as CORE BELIEFS. To do so will be fatal to your case. I will set out my list of CORE BELIEFS in my next blog. Let me know your thoughts and other possible CORE BELIEFS.
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