{"id":33,"date":"2021-11-04T15:40:57","date_gmt":"2021-11-04T14:40:57","guid":{"rendered":"http:\/\/www.carrieres.blog\/?p=33"},"modified":"2024-10-09T11:50:00","modified_gmt":"2024-10-09T09:50:00","slug":"se-positionner-carrieres-pitch-positionnement-hec-stories","status":"publish","type":"post","link":"https:\/\/carrieres.blog\/index.php\/2021\/11\/04\/se-positionner-carrieres-pitch-positionnement-hec-stories\/","title":{"rendered":"Se positionner – bonnes feuilles (Carri\u00e8res, Pitch & Positionnement\u00a0; HEC Stories)"},"content":{"rendered":"\n

Le positionnement est la 1\u00e8re \u00e9tape du pitch pr\u00e9sent\u00e9 par Jacques Birol dans son podcast \u00e0 succ\u00e8s, concept d\u00e9taill\u00e9 dans le livre Mercator qui y d\u00e9die un chapitre.<\/p>\n\n\n\n

TAILLEZ DANS LE VRAI<\/strong><\/p>\n\n\n\n

Ce partage au sein de HEC Stories m\u2019a fait penser \u00e0 un passage du livre \u00ab Pour entreprendre et innover, 52 conseils \u00e9ternels : D\u2019apr\u00e8s les maximes de Baltasar Gracian \u00bb de Jacques Birol qui s\u2019applique \u00e0 tous projets, dont les carri\u00e8res. Ce 41\u00e8me conseil invite \u00e0 se positionner avec justesse : \u00ab Taillez dans le vrai \u00bb. Vous retrouvez ci-dessous un extrait choisi puis le commentaire de l\u2019auteur. Vous trouverez ensuite une introduction de Jacques Birol qu\u2019il a r\u00e9alis\u00e9 \u00e0 ma demande en relisant la derni\u00e8re version du chapitre du Mercator d\u00e9di\u00e9 \u00e0 notre th\u00e8me. <\/p>\n\n\n\n

Ne point mentir, mais ne pas dire toutes les v\u00e9rites.<\/strong>
\u00ab Rien ne demande plus de circonspection que la v\u00e9rit\u00e9, car c\u2019est se saigner au coeur que de la dire. Il faut autant d\u2019adresse pour savoir la dire que pour savoir la taire. Par un seul mensonge l\u2019on perd tout ce que l\u2019on a de bon renom. La tromperie passe pour une fausse monnaie ; et le trompeur pour un faussaire ; qui est encore pis.<\/em> Toutes les v\u00e9rit\u00e9s ne se peuvent pas dire ; les unes parce qu\u2019elles m\u2019importent \u00e0 moi-m\u00eame, et les autres parce qu\u2019elles importent \u00e0 autrui \u00bb Baltasar Gracian<\/p>\n\n\n\n

Taillez dans le vrai<\/strong>
\u00ab Pour exister, une nouvelle id\u00e9e, un nouveau projet doivent s\u2019exprimer en une phrase de 15 mots. Ces m\u00eames mots qui vous d\u00e9criront et vous positionneront d\u00e8s les deux premi\u00e8res lignes d\u2019une recherche sur Google. Comment s\u2019y prendre ? L\u2019art consiste \u00e0 chercher quelle part du vrai fait la diff\u00e9rence, et laisser le reste de c\u00f4t\u00e9. Si vous \u00eates le premier \u00e0 r\u00e9v\u00e9ler ce 100% de v\u00e9rit\u00e9, vous aurez atteint le but. Il faut parfois beaucoup de temps pour y parvenir.
Ce n\u2019est que pr\u00e8s de dix ans apr\u00e8s avoir lanc\u00e9 Danone que Daniel Carasso donnera \u00e0 cette entreprise la phrase de bapt\u00eame qui fera son succ\u00e8s : \u00ab Yaourt Danone, sain et naturel, le dessert d\u00e9licieux des digestions difficiles \u00bb.
100% vrai, sans dire 100% du vrai : c\u2019est cela tailler dans le vrai \u00bb <\/p>\n\n\n\n

QUELQUES MOTS D\u2019INTRODUCTION DE JACQUES BIROL<\/strong><\/p>\n\n\n\n

\u00ab Sacrifier ce que l\u2019on sait bien faire pour ce que l\u2019on sait faire comme personne d\u2019autre : voil\u00e0 le dilemme du positionnement. C\u2019est la cl\u00e9 de voute du marketing et le passage oblig\u00e9 d\u2019un pitch performant. Quand on demande ce qui compte \u00e0 Laura Elmore, ex- coach de Steve Jobs, la r\u00e9ponse fuse : \u00ab Positioning is everything \u00bb.
Ce sacrifice est toujours difficile, et il l\u2019est particuli\u00e8rement quand on est nourri d\u2019une \u00e9ducation \u00e0 la fran\u00e7aise. Des biais culturels nous portent plus \u00e0 d\u00e9crire que diff\u00e9rencier, vers le compliqu\u00e9 que la simplicit\u00e9, vers le g\u00e9n\u00e9ral que le particulier. C\u2019est vraisemblablement pourquoi le positionnement demeure une faiblesse native des pitchs \u00ab made in France \u00bb. L\u2019expression du positionnement est floue , et le pitch sonne creux.
Comment se positionner efficacement ? Commencer par lire ou relire le chapitre XIV du Mercator, vous serez sur la bonne voie. Je ne connais pas de meilleure synth\u00e8se : pr\u00e9cise, intelligible et pratique. En y substituant Marketing par Pitch, vous aurez compris l\u2019essentiel, au meilleur niveau de l\u2019\u00e9tat de l\u2019art. Vous serez alors en \u00e9tat de pitcher avec succ\u00e8s.
\u00ab Ce qui est difficile, ce n\u2019est pas de faire les choses, mais de se mettre en \u00e9tat de les faire \u00bb Constantin Brancusi, sculpteur. \u00bb<\/p>\n\n\n\n

MERCATOR & POSITIONNEMENT<\/strong><\/p>\n\n\n\n

\u00ab\u00a0Le positionnement est le choix strat\u00e9gique des \u00e9l\u00e9ments-cl\u00e9s d\u2019une proposition de valeur, qui permet de donner \u00e0 son offre une position cr\u00e9dible, attractive et diff\u00e9rente sur son march\u00e9 et dans l\u2019esprit des clients<\/strong>.
\u2026
Le positionnement, tout comme la segmentation, traduit un choix : on renonce \u00e0 certaines positions pour rendre son offre plus attractive et plus forte aupr\u00e8s d\u2019autres clients, sur une autre partie du march\u00e9.
Le positionnement est un terme qui conna\u00eet une certaine popularit\u00e9 et qui est souvent utilis\u00e9 dans le langage courant. Mais c\u2019est \u00e9galement un concept selon nous m\u00e9connu et sous-estim\u00e9 : m\u00e9connu, car il est fr\u00e9quent que les entreprises l\u2019utilisent mal, et sous-estim\u00e9, car le posi- tionnement est en fait la cl\u00e9 de vo\u00fbte d\u2019une politique marketing qui assure la stabilit\u00e9 et la solidit\u00e9 \u00e0 l\u2019ensemble du marketing-mix.
Ce chapitre, apr\u00e8s avoir pr\u00e9sent\u00e9 le concept de positionnement et soulign\u00e9 son importance (section 1), en exposera les deux dimensions : l\u2019identification d\u2019une offre \u00e0 un univers de r\u00e9f\u00e9rence (section 2) et la diff\u00e9renciation de cette offre vis-\u00e0-vis des produits concurrents d\u2019autre part (section 3). La derni\u00e8re section pr\u00e9sentera les crit\u00e8res d\u2019\u00e9valuation d\u2019un bon positionnement (section 4).\u00a0\u00bb<\/p>\n\n\n\n

\n
D\u00e9couvrez l’int\u00e9gral du chapitre 14 du Mercator (HEC Alumni)<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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