7 Things We’re Looking at in Every Positioning Audit

When boutique firm leaders tell me their messaging "doesn't feel right" or that they're "not attracting the caliber of clients they want," they're usually pointing to real gaps in their positioning. But pinpointing exactly what's off can be tricky when you're inside your own business.

That's why we developed our 7-point positioning framework. It's a systematic way to gather evidence about how your firm shows up in the market and whether your messaging is actually doing the job you need it to do.

Here's what we look at—and what typically comes up for focus-ready firms.

What We Mean by "Positioning"

First, let's get clear on terms. Positioning is about solving a well-defined problem for a well-defined audience. It's not just what you do—it's who you do it for and what specific challenge you resolve for them.

Most firms we work with have solid expertise but struggle to communicate that expertise in a way that makes their value obvious to the right people. That's a positioning challenge, not a capability challenge.

Our Assessment Process

Before we dive into the evaluation, we ask about the shift you're trying to make in your business. Are you moving upmarket? Focusing on a specific industry? Transitioning from services to more strategic work? Understanding your goals helps us assess whether your current messaging supports where you're trying to go.

Then we review how you present yourself today—your website, LinkedIn profile, and key client-facing materials like proposals or pitch decks. We're looking for signals that tell us whether your positioning is clear enough for your ideal audience to recognize themselves and understand why they should care.

The 7 Critical Areas

1. Niche Clarity | Does your audience instantly know who this is for?

We're looking at whether someone visiting your site can immediately tell if you're talking to them. This isn't about industry alone—it's about company size, growth stage, and the specific situation that makes someone a great fit for your work.

What we typically find: Many firms use language that's so broad anyone could assume it's for them. That feels safe, but it actually makes it harder for your ideal clients to recognize that you understand their specific challenges.

2. Your Core Attraction Message | Do you clearly state the outcome you drive?

This is the main message that's supposed to draw people in and make them want to learn more. We're evaluating whether you lead with the result your clients want or with what you do.

What we typically find: Most firms focus on their services or process rather than the outcome their clients actually care about. For example, they'll say "we provide strategic messaging" instead of "we help you attract next-level clients."

3. Strategic Value Proposition | Are you selling deliverables or outcomes?

Here, we're looking at whether you position your work as strategic business outcomes or as a collection of activities and deliverables.

What we typically find: Even firms doing high-level strategic work often present themselves through a list of services, rather than a transformation with a clear journey. This makes it hard for prospects to understand the bigger picture value and can lead to them treating you like a vendor rather than a strategic partner.

4. Proof & Authority | Is your work backed by visible trust signals?

We evaluate whether you have credibility builders that support your claims. This includes client results, testimonials, case studies, and other evidence that you can actually deliver what you promise. It’s important that the credibility builders go beyond surface praise like, “They’re great to work with.” Rather, we’re looking at whether they speak to real results or other value signals.

What we typically find: Many firms have done excellent work for great clients but haven't made that success visible on their website or LinkedIn. Without proof, even the best positioning feels like marketing copy.

5. Ideal Client Fit | Is it clear who you're best for—and not for?

This goes beyond niche clarity to look at whether you help prospects self-select. Do they understand not just that you might work with people like them, but that you're specifically designed for their situation?

What we typically find: Most firms are afraid to be specific about who they're best for because they worry about turning away business. But without clear eligibility signals, you end up with a lot of conversations with people who aren't actually a good fit. Helping people self-select in or out with clear qualification signals is key to scaling sales efforts.

6. How You Package Your Services | Are your services positioned as valuable outcomes or custom work?

We look at whether your services sound like strategic solutions to specific problems, or whether they come across as custom consulting that needs to be scoped for each client.

What we typically find: Many firms present their work as completely bespoke, with the argument that they’re high-touch or that “custom” feels premium. But that is not always the case. Often, it makes it hard for prospects to understand what they're buying or how to budget for it—especially if you offer a complex service that they’ve never invested in before. This often leads to longer sales cycles and more price-focused conversations.

7. Founder Leverage & Visibility | Is your expertise scalable, or stuck in solo sales mode?

Here we're evaluating whether you've created systems and content that can build your firm’s reputation while you're not actively selling. This includes thought leadership, content, and having a clear point of view that others can reference and share.

What we typically find: Most boutique firm founders are the primary sales engine for their business, but they haven't created leverage that builds authority when they're not in the room. This limits growth and makes everything dependent on their personal network.

What This Assessment Reveals

This evaluation gives us a clear picture of why your current messaging might not be attracting the clients you want, and where the biggest opportunities are for improvement.

Sometimes the gaps are small—maybe your niche is clear, but your value proposition needs work. Other times, we find that several areas need attention to create the kind of cohesive positioning that makes prospects think "These people really get it."

The goal isn't perfection across all seven areas immediately. It's about understanding which changes will have the biggest impact on attracting next-level clients and positioning yourself for the kind of work you actually want to do.

This Is Just the Starting Point

Keep in mind, this assessment is based on how you present yourself today, which is typically what you want to evolve. It's a systematic way to gather evidence about what's working and what's not, but it's just the beginning of the positioning work.

The real value comes in addressing these gaps strategically, with a clear understanding of where you're trying to take your business and what kind of reputation you want to build in your market.

Want to see exactly how your positioning measures up across these seven areas? Our Strategic Positioning Audit gives you a detailed assessment of your current messaging and specific recommendations for making your value obvious to the clients you want to attract.