There is an uncomfortable moment when working on the positioning of a brand when you find The Scary Place. The Scary Place is the area that is just over the edge. It’s when you find uniqueness in your brand and aren’t sure if you are willing to totally commit.

The Scary Place is scary for one reason… FEAR (duh). Fear that you’re wrong. Fear that the market isn’t ready. Fear that it is too “out there.” Fear that the focus is too narrow. Questions start flying like:

What about [ enter customer name ]?
Will we keep [ enter line of product or service ]?
What if we loose [ enter anything ]?

What lies in The Scary Place, if you hang out there long enough, is something truly unique. Something with great value because others were not willing to go there. What is your Scary Place that you have been avoiding? If you don’t know – let’s talk.