How to position your company when you do everything for everyone

The most common positioning problem for Indian SMEs is trying to serve everyone: 'We work with companies of all sizes across all industries.' That's not positioning — that's a description of having no positioning. And it makes you harder to buy, not easier.

The counterintuitive truth: the more specific your positioning, the more broadly you'll actually sell. A firm that says 'we help mid-sized manufacturing companies in India reduce compliance risk' will win more manufacturing clients than one that says 'we provide compliance services to all companies.' The former speaks the buyer's language; the latter sounds like everyone else.

Choose a positioning anchor. This can be: industry vertical (we specialise in pharma, or logistics, or real estate), company size (we work with companies at ₹20–200Cr revenue), problem (we solve the specific problem of X), or geography (the go-to firm for companies in Tier 2 cities). Pick one and own it.

What you're not doing is refusing all other clients. You're deciding where to focus your marketing message and your case study building. Existing clients outside your positioning stay. New marketing targets the niche.

Test your positioning with a simple exercise. If someone asks what you do at a conference and you can answer in one specific sentence — including who you help, what you solve, and what's different — your positioning works. If you give a 2-minute paragraph, it doesn't.

TBC works with growing companies on positioning, messaging, and go-to-market strategy. If you're finding it hard to explain what you do and who you do it for, the positioning needs work before the marketing will work.