#19 | Positioning as the supreme discipline

“If you are not gaining customers automatically, you are wrongly positioned!” states Peter Sawtschenko, leading expert on positioning strategies. So if you know what you can achieve, you can release a whole lot more energy and potential. The reality in German companies is actually quite different. There are real treasures slumbering away there. From undiscovered products to innovations to genuine world firsts. 
And most companies have no idea that they’re there. Which means that there is potential there that is not being used, and USPs that are not being recognised. 

That has to change. And Peter Sawtschenko knows how to do it. He specialises in helping companies to gain a new perspective – and in thus unearthing the odd treasure.

He is convinced that companies have to look at themselves from a different angle. And this includes learning to recognise hidden potential and then also to use it. 

To this end, he has developed the approach known as energy resonance positioning. And he has already used it to turn more than 500 companies completely upside down. What does he do with it? He uses it to turn the innermost outwards. And thereby opens previously closed doors to hidden USPs and potential.

Sawtschenko tells Georgiy Michailov, Managing Partner with Struktur Management Partner, exactly what is behind all this. In the interview he delves deep into the workings of German companies. And explains why almost all German companies fail to recognise and use their true potential. In addition, he gives a fascinating insight into the world of real cult brands. And he lets us in on the secret of why even some absolute top brands sometimes fail when they stray from the right path.

*Video only in German